의인화된 브랜드 역할이 소비자 반응에 미치는 영향: 자아해석과 노스탤지어를 중심으로

초록

Brand anthropomorphism is a marketing strategy that enables companies to differentiate their brands and form long-term relationship with consumers. Previous research have shown positive influences of brand anthropomorphism on consumer response, and they have also studied anthropomorphized brand role as servant and partner brand. According to previous studies, anthropomorphized brands positively influence the interaction with consumers and formation of social relations. These influences may vary depending on various variables such as materialism and social connectedness. However, previous research did not examine that perceptions of social relations could be influenced by personal preferences of consumers. Also, they did not examine factors that can increase consumers’ preference for partner brands by forming long-term relationships with consumers. In this study, self-construal and nostalgia are presented as two key variables. Study 1 revealed that the advertisement attitude toward the anthropomorphized brand role was significantly affected by the type of self-construal. Specifically, independent self-construal participants showed more positive attitude toward servant brand than partner brand. On the other hand, interdependent self-construal participants had more positive attitude toward partner brand than servant brand. Study 2 further examined the role of nostalgia. It was found that the effect of self-construal became nonsignificant when the nostalgia was primed. That is, consumers’ attitude toward the partner brand was more positive compared to servant brand regardless of the type of self-construal. Finally, implications for developing effective marketing strategies using brand anthropomorphism and nostalgia were suggested.

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