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Abstract
Dimensions of Consumer-Brand relationships
Kim, Yu - Kyung (Associate professor, Dept. of Communication & Information, Hankuk University of Foreign Studies)
This study examined what types of dimension could exist in the relationship between consumer and brand. Also, the factors affecting the relationship-building process tried to be investigated and their rationales were clarified. Lastly, but not the least, the dynamism embedded in this process could be observed and identified. That is, assuming that consumers might possibly go through a certain transition process and period in selecting and switching a brand, this study revealed the hidden dimensions throughout such a comprehensive procedure. In order to work these research problems out, a survey and FGI were conducted. 1,090 college and professional students from metropolitan area were utilized for the survey. Out of them, 960 people were finally employed as usable samples. 3 groups, each of which was composed of 8 people, were used for FGI. In total, 32 brands from 16 product categories were presented and evenly distributed to each group of sample. The analysis could produce 5 different dimensions of consumer-brand relationship such as "contingent dependency, credibility/Affiliation, habitual attachment, self-expressive, negative alternative". Subsequently, such dimensional schemes turned out to be flexible and variant, in accordance with product category. In addition, influencing factors such as involvement and prior knowledge, albeit little predictability, appeared to play a significant role in statistically confirming relationship-building process. Other significances and implications were discussed.
key word : consumer-brand relationship, dimensions of brand relationship, factors affecting relationship-building. |
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