자발 참여형 vs. 기업 주도형 공익 마케팅이 구매의도에 미치는 영향 : 브랜드 인지도와 브랜드 진정성을 중심으로

The Effect of Cause Marketing Type (Public-volunteered vs. Corporate-driven) and Brand Authenticity on Purchase Intention: Focusing on the Moderation and Moderated Mediation of Brand Awareness

  • Lee, Sinae (Dept. of Business Administration, Dankook University) ;
  • Min, Dongwon (Dept. of Business Administration, Dankook University)
  • 투고 : 2017.10.25
  • 심사 : 2017.12.20
  • 발행 : 2017.12.28


최근 공익 마케팅은 브랜드 포지셔닝의 주요 전략으로 활용되고 있다. 본 연구에서는 공익 마케팅 유형에 따른 소비자 반응의 상이함과 이에 영향을 주는 요인들에 주목하였다. 실제 브랜드의 공익 마케팅 활동과 이에 참여하는 소비자를 대상으로 조사를 시행한 결과, 자발적으로 참여하는 형태와 기업이 주도하는 형태는 공익 마케팅 대상 브랜드에 대한 진정성 지각에 상이한 영향을 주었으며, 이는 브랜드 인지도에 의해 조절되었다. 구체적으로, 자발 참여형에서 기업 주도형 보다 구매의도와 브랜드 진정성이 높았다. 유형별로 살펴본 결과, 기업 주도형은 브랜드 인지도가 낮을(vs. 높을) 때 브랜드 진정성을 통한 구매의도에 미치는 영향이 커졌다. 하지만 자발 참여형은 브랜드 인지도에 따라 구매의도와 브랜드 진정성에 미치는 영향이 상이하지 않았다. 이는 공익 마케팅의 효과를 높이기 위해서는 기업 주도형 보다는 자발 참여형이 더 유의함을 밝히는 결과이며, 기업 주도형 공익 마케팅을 진행하는 경우에는 브랜드 진정성을 높게 지각하게 할 수 있는 방안에 대해 모색하는 것이 공익 마케팅의 성공을 담보하는 길임을 시사한다.


공익 마케팅;자발 참여형;기업 주도형;브랜드 진정성;브랜드 인지도;구매의도


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