DOI QR코드

DOI QR Code

아웃도어 체험 마케팅이 브랜드와 구매의도에 미치는 영향에 대한 연구

The Study on the Effect of Outdoor Experiential Marketing on Brand and Purchase Intentions

  • 이재우 (중앙대학교 문화예술경영학과) ;
  • 박은주 (중앙대학교 경영학과) ;
  • 최명길 (중앙대학교 경영학과)
  • Lee, Jae-Woo (Dept. of Cultural-Art Business Administration, Chung-Ang University) ;
  • Park, Eun-Ju (Dept. of Business Administration, Chung-Ang University) ;
  • Choi, Myeonggil (Dept. of Business Administration, Chung-Ang University)
  • 투고 : 2017.03.07
  • 심사 : 2017.05.20
  • 발행 : 2017.05.28

초록

본 논문은 체험 마케팅이 브랜드 이미지와 브랜드 태도를 통해 브랜드 충성도에 미치는 영향을 파악하고 궁극적으로 구매의도에 대한 영향관계까지 파악하고자 한다. 아웃도어 브랜드인 살로몬 아웃도어의 '살로몬 아웃도어 시티 트레일러닝'에 처음 참가하는 참가자를 대상으로 설문 조사 후 수집된 223부 중 최종적으로 195부의 표본 데이터를 통해 분석을 실시하였다. 분석 도구로는 SPSS 18.0 과 AMOS 18.0을 이용하였다. 분석 결과 체험 마케팅의 요소 중 감성과 행동은 브랜드 이미지에 긍정적인 영향을 미쳤으며, 감각과 관계는 브랜드 태도에 긍정적인 영향을 미쳤다. 브랜드 이미지는 브랜드 태도에 긍정적인 영향을 미쳤으며, 브랜드 이미지와 브랜드 태도는 브랜드 충성도에 긍정적인 영향을 미쳤다. 마지막으로 브랜드 충성도는 구매의도에 긍정적인 영향을 미친 것을 확인할 수 있었다. 본 연구는 위와 같은 결과를 토대로 여러 시사점을 도출하였다. 체험 마케팅이 브랜드 이미지, 브랜드 태도, 브랜드 충성도를 통해 소비자가 실질적으로 해당 브랜드의 제품을 구매하고자 하는 욕구인 구매의도까지 파악한 연구라는 점에서 의의가 있다. 이러한 체험 마케팅에 대한 연구는 체험 마케팅에 대한 시사점 뿐 아니라 향후 연구에도 방향을 제시할 것이다.

The purpose of this study is to examine the influence of experiential marketing on brand loyalty through brand image and brand attitude, and to ultimately understand the relationship between experiential marketing and purchase intentions. The subjects of the study were first-time participants of the 'Salomon Outdoor City Trail Run' sponsored by the brand Salomon Outdoor. Out of 223 questionnaires given to the subjects, 195 responses were used as the sample for analysis. SPSS 18.0 and AMOS 18.0 were used as the analysis tools. The study results showed that, of the elements of marketing including sensation, emotion, recognition, action, and relation, feel and action positively influenced brand image. Sensation and relation positively influenced brand attitude. Brand image and brand attitude positively influenced brand loyalty and brand loyalty positively influenced purchase intention. The study is significant in that it explores the effects of experiential marketing all the way up to the purchase intention, and how this is influenced by brand image, brand attitude, and brand loyalty. Implications of these findings for experiential marketing as well as future research directions are also provided.

키워드

참고문헌

  1. S. Smith and J. Wheeler, "Managing the Customer Experience," Pearson P. T. R., 2002.
  2. Mi-Ran Seo, "A Study on the Interior Design for the Corporate PR Office Applying Experiential Economic Theory and the 4Es' Expressive Feasures," Master's thesis, Hong-Ik University, 2012.
  3. K. S. Kim, “Advertising Contents based on Semiotic Methodology,” Journal of the Korea Convergence Society, Vol. 6, No. 6, pp. 87-93, 2015. https://doi.org/10.15207/JKCS.2015.6.6.087
  4. Woo-Hyung Cho, "A Study on the Relationship among Experiential Marketing of Outdoor Brand, Brand Attitude, and Purchase Intention: Focused on Flagship Store," Master's thesis, Kookmin University, 2011.
  5. B. Schmitt, "Experiential Marketing," Journal of Marketing Management, Vol. 15, pp. 53-57, 1999. https://doi.org/10.1362/026725799784870496
  6. H. K. Chin and M. J. Kim, “Converged Study of Influencing Consumer Factors on Hologram Media Experience,” Journal of the Korea Convergence Society, Vol. 8, No. 1, pp. 149-154, 2017. https://doi.org/10.15207/JKCS.2017.8.1.149
  7. San-San Dong, "A Study on the Impact of Outdoors Wear Brand Experience Marketing Products," Master's thesis, Gachon University, 2014.
  8. D. A. Aaker, “Measuring Brand Equity Across Products and Markets,” California Management Review, Vol. 38, No. 3, pp. 102-120, 1996. https://doi.org/10.2307/41165845
  9. Y. M. Kim, J. Y. Kim and S. Y. Kim, “The Structural Relationship Among Attributes of Sport Event, Participation Satisfaction, Brand Image, Brand Attitude and Brand Loyalty,” The Korean Journal of Physical Education, Vol. 51, No. 5, pp. 371-384, 2013.
  10. Dong-Yun Oh, "The Influence of Cognitive and Emotional Experience on Perceived Value, Brand Attitude and Brand Loyalty: A Comparative Study on Korean and American Coffee Chains," Ph.D. dissertation, Kyung Hee University, 2014.
  11. Eun-Sol An, "The Effects of Experiential Marketing on Customer Satisfaction, Brand Attitude and Repurchase Intention," Master's thesis, Konkuk University, 2014.
  12. The Effect of Purchase Decision Factors of Golf Goods on Brand Attitude and Purchase Behavior, Journal of Digital Convergence, Vol. 14, No. 3, pp. 345-359, 2016. https://doi.org/10.14400/JDC.2016.14.3.345
  13. A. Chaudhury and M. Holbrook, “The Chain Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, No. 2, pp. 81-93, 2001. https://doi.org/10.1509/jmkg.65.2.81.18255
  14. Y. S. Lee, “Effect of Experiential Marketing on Brand Loyalty in Local Festival,” The Journal of the Korea Contents Association, Vol. 10, No. 12, pp. 406-414, 2010. https://doi.org/10.5392/JKCA.2010.10.12.406
  15. V. A. Zeithamal, L. L. Berry and A. Parasuraman, “Problems and Strategies in Services Marketing,” Journal of Marketing, Vol. 49, No. 1, pp. 33-46, 1985. https://doi.org/10.2307/1251563
  16. D. K. Kim, Y. B. Kim and K. R. Chang, “The Impact of Experiences at Sports Brand Flagship Store on Brand Equity and Purchase Intention,” Korean Journal of Sport Management, Vol. 19, No. 2, pp. 1-15, 2014.
  17. S. Y. Chung, S. H. Seo, and J. Angela Kah, “The Effect of Experiential Marketing on Brand Attitude and Brand Loyalty in Family Restaurant,” Journal of Foodservice Management Society of Korea, Vol. 12, No. 2, pp. 229-252, 2009.
  18. H. K. Moon, C. R. Youn, J. E. Park and Y. R. Lee, “The Effects of Perceived Marketing Activity in Consumer's Attitude toward Apparel Brands,” Journal of the Korean Society of Clothing Industry, Vol. 10, No. 2, pp. 181-190, 2008.
  19. S. N. Yoon, “The Impact of Experiential Marketing in the Exhibit Booth on the Brand Attitude,” International Journal of Trade Fairs and Exhibition Studies, Vol. 7, No. 2, pp. 51-66, 2012.
  20. K. S. Song and K. Y. Park, “The Effect of Experience Marketing in Family Restaurant on Brand Image, Reliability and Royalty: on Consumers in Their Twenties to Thirties,” Korea Journal of Tourism and Hospitality Research, Vol. 23, No. 3, pp. 201-220, 2009.
  21. S. J. Youn, “A Study of Virtual Experiential Marketing Factors in the Internet Shopping Mall: Focused on the Schmitt's Experiential Marketing Factors,” Journal of Digital Convergence, Vol. 10, No. 9, pp. 151-158, 2012. https://doi.org/10.14400/JDPM.2012.10.9.151
  22. H. J. Oh and E. K. Han, "The Effects of Event Experience on Brand Equity: Focusing on Promotions event," Advertising Research, Vol. 88, pp. 183-222, 2011.
  23. J. S. Kim and S. Han, “Influence of Experience Type on Consumer-Brand Relationship and Brand Equity at Flagship Store of Clothes,” Korean Journal of Consumer and Advertising Psychology, Vol. 10, No. 2, pp. 209-227, 2009. https://doi.org/10.21074/kjlcap.2009.10.2.209
  24. Yeon-Hwa Lee, "Influenced Festival Experience Marketing by Brand Equity of Festival, Brand Attitude, Brand Loyalty," Ph.D. dissertation, Kyonggi University. 2012.
  25. J. E. Chung, D. T. Pysarchik and S. J. Hwang, “Effects of Country-of-Manufacture and Brand Image on Korean Consumers’ Purchase Intention,” Journal of Global Marketing, Vol. 22, No. 1, pp. 21-41, 2009. https://doi.org/10.1080/08911760802511352
  26. J. J. Kim, S. H. Ju and Y. Z. Xu, “The Impact of Image and Attitude toward the Ad on Chinese Consumers’ Digital Camera Brand Attitude,” Journal of Marketing Management Research, Vol. 19, No. 2, pp. 45-66, 2014.
  27. S. J. Han, “The Relationship among Culture Marketing of Coffee Shop Franchises, Brand Image and Brand Loyalty,” GRI Review, Vol. 15, No. 1, pp. 157-183, 2013.
  28. E. J. Kim and Y. S. Lee, “A Study on the Effect of Airlines Physical Environment on Brand Image and Loyalty,” Korean Journal of Tourism Research, Vol. 30, No. 2, pp. 231-247, 2015.
  29. A. H. Zins, “Relative Attitudes and Commitment in Customer Loyalty Models: Some Experiences in the Commercial Airline Industry,” International Journal of Service Industry Management, Vol. 12, No. 3, pp. 269-294, 2001. https://doi.org/10.1108/EUM0000000005521
  30. K. Y. Song and Y. Y. You, “The Effects of the Perceived Quality on Brand Image and Customer Loyalty: Focusing on Multi-Function Printer,” Journal of Digital Convergence, Vol. 11, No. 3, pp. 263-272, 2013. https://doi.org/10.14400/JDPM.2013.11.3.263
  31. D. R. Hwang and S. H. Lee, “A Study on the Influence of Convergence Apartment Brand Image on Brand Loyalty : The Consumer-Brand Relationship Quality on the Mediating Effect,” Journal of Digital Convergence, Vol. 13, No. 10, pp. 235-243, 2015. https://doi.org/10.14400/JDC.2015.13.10.235
  32. A. Chaudhury and M. Holbrook, “The Chain Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, No. 2, pp. 81-93, 2001. https://doi.org/10.1509/jmkg.65.2.81.18255
  33. A. S. Dick and K. Basu, “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp. 99-113, 1994. https://doi.org/10.1177/0092070394222001
  34. J. O. Park, “The Effects of Private Brand Value on Brand Trust, Brand Attitude and Brand Loyalty,” Journal of Digital Convergence, Vol. 11, No. 8, pp. 159-173, 2013. https://doi.org/10.14400/JDPM.2013.11.8.159
  35. K. D. Seo and J. E. Lee, “A Study on the Effect of Consumer Lifestyle on Brand Attitude, Brand Attachment Influence upon Brand Loyalty,” Journal of Digital Convergence, Vol. 14, No. 4, pp. 185-192, 2016. https://doi.org/10.14400/JDC.2016.14.4.185
  36. C. K. Ahn, “Relationships among Brand Equity, Brand Loyalty, and Purchase Intention of Sports Shoes,” The Korea Journal of Sports Science, Vol. 17, No. 3, pp. 487-496, 2008.
  37. H. R. Song and W. Y. Ryu, “The Influence of Professional Baseball Fan’s Team Identification and Team Loyalty on Purchase Intention of Parent Company Products,” Journal of Digital Convergence, Vol. 14, No. 1, pp. 445-452, 2016. https://doi.org/10.14400/JDC.2016.14.1.445
  38. J. H. Park, “The Case Study of Experience Marketing for Brand Strategy,” The Treatise on the Plastic Media, Vol. 14, No. 3, pp. 66-76, 2011.
  39. Hyun-Jung Oh, "The Effects of Event Experience on Brand Equity: Focusing on Conventions, Promotions, & Festival Events," Ph.D. dissertation, Sungkyunkwan University, 2011.
  40. J. Aaker, “Dimensions of Brand Personality,” Journal of Marketing Research, Vol. 34, No. 3, pp. 347-356, 1997. https://doi.org/10.2307/3151897
  41. W. Lassar, B. Mittal and A. Sharma, “Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, Vol. 12, No. 4, pp. 11-19, 1995. https://doi.org/10.1108/07363769510095270
  42. K. L. Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol. 57, No. 1, pp. 1-22, 1993. https://doi.org/10.2307/1252054
  43. A. Chaudhuri, “Does Brand Loyalty Mediate Brand Equity Outcomes,” Journal of Marketing Theory and Practice, Vol. 7, No. 2, pp. 136-146, 1999. https://doi.org/10.1080/10696679.1999.11501835
  44. M. B. Holbrook and R. Batra, “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising,” Journal of Consumer Research, Vol. 14, No. 3, pp. 404-420, 1987. https://doi.org/10.1086/209123
  45. B. H. Yoo and N. Donthu, “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale,” Journal of Business Research, Vol. 52, No. 1, pp. 1-14, 2001. https://doi.org/10.1016/S0148-2963(99)00098-3
  46. N. Spears and S. N. Singh, “Measuring Attitude Toward the Brand and Purchase Intentions,” Journal of Current Issues and Research in Advertising, Vol. 26, No. 2, pp. 53-66, 2004. https://doi.org/10.1080/10641734.2004.10505164
  47. M. Konecnik. "Croatian-Based Brand Equity for Slovenia as a Tourism Destination," Economic and Business Review for Central and South-Eastern Europe, Vol. 8, No. 1, pp. 83-108, 2006.
  48. P. Sanjay and R. L. Kenneth, “Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Condition,” Journal of Advertising, Vol. 23, No. 2, pp. 77-91, 1994. https://doi.org/10.1080/00913367.1994.10673443
  49. J. P. Yu, "Concept and Understanding of Structural Equation Model," Hannarae, 2015.
  50. D. A. Aaker, "Managing Brand Equity : Capitalizing on the Value of a Brand Name," New York : The Free Press, 1991.
  51. K. L. Keller, “Building Customer-Based Brand Equity,” Marketing Management, Vol. 10, No. 2, pp. 15-19, 2001.
  52. R. L. Oliver, “Whence Customer Loyalty?,” Journal of Marketing, Vol. 63, No. 4, pp. 33-44, 1999.