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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학위논문
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- 강명주
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- 2018
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- 동의대학교 논문은 저작권에 의해 보호받습니다.
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이 논문은 휴먼브랜드 속성이 브랜드태도와 브랜드충성도에 미치는 영향에 관한 연구로 최근 소셜미디어 매체의 이용이 활성화됨으로 인하여 기업은 소비자에게 차별화하기 위한 소통마케팅으로 휴먼브랜드를 부각시키고 있는 추세이다.
특정 휴먼브랜드는 소비자의 경험과 소통을 통하여 결정되고 있으며 자신들의 활동 관련 콘텐츠를 적극적으로 공유하면서 사회적 분위기에 따라 자신이 관심있는 분야 등을 다른 소비자와 소통의 장으로 휴먼브랜드를 활용하고 있다.
소비자는 마케팅관점에서 휴먼브랜드의 긍정적인 이미지를 찾음으로 정보공유에 따라 각자 관심 있는 분야에 대한 호감도가 높아지고 있다.
또한, 소통을 통해 상호간 공감대를 형성하면서, 모든 접점에서 형성되는 정보들이 브랜드에 대한 경험이 브랜드태도가 소비자의 인지로부터 브랜딩을 만들게 한다.
본 연구는 휴먼브랜드 속성과 소비자의 행동변화에 따른 특성을 매개변수로 설정하고, 결과변수로 브랜드태도와 브랜드충성도에 미치는 영향에 대하여 연구하였다.
부산에서 대학을 다니는 대학생을 표본으로 설정하고 본 연구의 가설을 검증한 결과 적절한 수준으로 도출되어 긍정적인 관계로 연결되고 있음을 확인하였다.
하지만, 휴먼브랜드는 다양한 영역에서 광범위하게 분포되고 있으나, 본 연구에서는 방송인(예능인)영역에서 휴먼브랜드의 특성을 한정하여 연구하였기 때문에, 휴먼브랜드에 대한 다방면의 분야별 연구는 아직도 필요하다.
특정 휴먼브랜드는 소비자의 경험과 소통을 통하여 결정되고 있으며 자신들의 활동 관련 콘텐츠를 적극적으로 공유하면서 사회적 분위기에 따라 자신이 관심있는 분야 등을 다른 소비자와 소통의 장으로 휴먼브랜드를 활용하고 있다.
소비자는 마케팅관점에서 휴먼브랜드의 긍정적인 이미지를 찾음으로 정보공유에 따라 각자 관심 있는 분야에 대한 호감도가 높아지고 있다.
또한, 소통을 통해 상호간 공감대를 형성하면서, 모든 접점에서 형성되는 정보들이 브랜드에 대한 경험이 브랜드태도가 소비자의 인지로부터 브랜딩을 만들게 한다.
본 연구는 휴먼브랜드 속성과 소비자의 행동변화에 따른 특성을 매개변수로 설정하고, 결과변수로 브랜드태도와 브랜드충성도에 미치는 영향에 대하여 연구하였다.
부산에서 대학을 다니는 대학생을 표본으로 설정하고 본 연구의 가설을 검증한 결과 적절한 수준으로 도출되어 긍정적인 관계로 연결되고 있음을 확인하였다.
하지만, 휴먼브랜드는 다양한 영역에서 광범위하게 분포되고 있으나, 본 연구에서는 방송인(예능인)영역에서 휴먼브랜드의 특성을 한정하여 연구하였기 때문에, 휴먼브랜드에 대한 다방면의 분야별 연구는 아직도 필요하다.
목차
Ⅰ. 서론 ·····················································································11. 문제제기와 연구목적······································································12. 연구의 범위와 방법 ········································································33. 논문의 구성······················································································4Ⅱ. 이론적 배경 ···················································································51. 휴먼브랜드 ························································································52. 휴먼브랜드 속성············································································123. 브랜드애착 ······················································································154. 브랜드신뢰 ······················································································175. 브랜드일치 ······················································································186. 브랜드태도 ······················································································197. 브랜드충성도 ··················································································20Ⅲ. 연구설계 및 연구모형 ···························································221. 주요변수 정의················································································222. 연구설계 ··························································································283. 연구모형 ··························································································354. 자료수집과 분석방법····································································36Ⅳ. 자료분석 결과 ············································································381. 표본의 인구통계적 특성 ······························································382. 신뢰성 및 타당성 분석································································393. 가설검증 ··························································································44Ⅴ. 결론 ···················································································491. 연구결과의 요약············································································492. 연구의 시사점················································································503. 연구의 한계점 및 미래 연구방향 ··············································51
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