DOI QR코드

DOI QR Code

Effects on Consumers' Behavior through Psychological Brand Community of Well-Being Consumers

  • KIM, Kyong-Hwan (Korea Institute of Human Resources Development in Science and Technology) ;
  • LEE, Jae-Min (College of Business, SungKyunKwan University)
  • Received : 2021.09.03
  • Accepted : 2021.09.27
  • Published : 2021.09.30

Abstract

Purpose: The purpose of this study was to identify the factors that enhance brand identity among the four relationship factors in the well-being industry: brand relationships, product relationships, employee relationships, and other customer relationships, and to examine the impact between consumers' brand identity and committed behaviors performed by consumers of brand equality, promotion, cooperation, and advocacy. Research design, data and methodology: The models designed in this study were proposed based on prior studies and the survey was conducted on well-being consumers for empirical testing of the models. Valid samples of a total of 350 data collected were analyzed using the SAS 9.4 statistical package programs, and the results for the structural equation model analysis are as follows. Results: First, the three relationships in the brand community have all been shown to improve brand identity, but the product relationship has had a negative significant effect. Second, consumers' brand identity has had a strong effect of promoting both committed behavior, cooperation and advocacy. Conclusions: Based on these analysis results, the theoretical implications of the well-being industry were presented, and effective practical implications were presented to the well-being operators and the community operators of well-being brands.

Keywords

References

  1. Alexander, N. (2009). Brand authentication: creating and maintaining brand auras, European Journal of Marketing, 43(3-4), 555-559. https://doi.org/10.1108/03090560910935578
  2. Bengtsson, A., & Firat, A. F. (2006). Brand Literacy: Consumers' Sense-Making of Brand Management, Advances in Consumer Research, 33(-), 377-379. https://doi.org/10.1086/508522
  3. Dimofte, C. V., & Johansson, J. K. (2006). Brand Stereotypes and Consumer Judgments: The Automatic Shifting of Standards in Brand Evaluations, Advances in Consumer Research, 33(-), 312. https://doi.org/10.1086/508436
  4. Hamzaoui-Essoussi, L., Merunka, D., & Bartikowski, B. (2011). Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality, Journal of Business Research, 64(9), 975-976.
  5. Kapoor, H., & Heslop, L. A. (2009). Brand positivity and competitive effects on the evaluation of brand extensions, International Journal of Research in Marketing, 26(3), 231-235.
  6. Kim, K., Park, J., & Kim, J. (2014). Consumer-brand relationship quality: When and how it helps brand extensions, Journal of Business Research, 67(4), 593-595.
  7. Lee, J. M. (2019). A cultural and gender analysis of Compulsive Buying Behavior's core dimensions. Journal of Economics, Marketing, and Management, 7(3), 28-42.
  8. Lee, J. M. (2019). A Study on Consumer Value and Corporate Social Responsibility Activities. Journal of Distribution Science, 17(4), 17-26. https://doi.org/10.15722/JDS.17.4.201904.17
  9. Lee, J. M. (2019). A Study on the Post-brand Attachment Pressure Reception Behavior of Consumers. Journal of Wellbeing Management and Applied Psychology, 2(2), 13-18. https://doi.org/10.13106/jwmap.2019.Vol2.no2.13
  10. Lee, J. M. (2019). The Affect of Family Restaurant Customer's Experiences on Customer Satisfaction, Brand Attitude, and Revisit Intentions. Journal of Economics, Marketing, and Management, 7(2), 7-14.
  11. Lee, J. M. (2019). The Effects of Corporate Social Responsibility Activities on Brand Equity and Consumer Purchasing Intention. Journal of Economics, Marketing, and Management, 7(4), 10-19.
  12. Lee, J. M. (2019). The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products. East Asian Journal of Business Economics, 7(3), 75-81. https://doi.org/10.20498/eajbe.2019.7.3.75
  13. Lee, J. M. (2019). The Types and Management of Differentiating Consumption depends on the social class of Korean consumers. Journal of Wellbeing Management and Applied Psychology, 2(1), 35-39. https://doi.org/10.13106/jwmap.2019.Vol2.no1.35.
  14. Lee, J. M. (2020). A Study of Fashion Brand Experience and Consumer Behavior. Journal of Wellbeing Management and Applied Psychology, 3(2), 13-20. https://doi.org/10.13106/jwmap.2020.Vol3.no2.13
  15. Lee, J. M. (2020). A Study on the Nutrition Setting for the Quality Certification of adult's Favorite Food. Korean Journal of Food & Health Convergence, 6(4), 7-9. https://doi.org/10.13106/kjfhc.2020.vol6.no4.7.
  16. Lee, J. M. (2020). Changes in Nutrition of Adult's Favorite Foods of High calorie, Low-nutritive Foods. Korean Journal of Food & Health Convergence, 6(3), 1-4. https://doi.org/10.13106/kjfhc.2020.vol6.no3.1
  17. Lee, J. M. (2020). Effects of Aesthetic Brands on the Brand Experience and Consumer Evaluation. Journal of Wellbeing Management and Applied Psychology, 3(3), 15-19. https://doi.org/10.13106/jwmap.2020.Vol3.no3.15
  18. Lee, J. M. (2020). The Influence of Experience in Well-being branding on Brand Attitude and Repurchase Intent. Journal of Wellbeing Management and Applied Psychology, 3(1), 33-38. https://doi.org/10.13106/jwmap.2020.Vol3.no1.33.
  19. Lee, J. M., & Quan, J. H. (2020). A Study of Corporate CSR Effects on Corporate Crisis Management. Journal of Economics, Marketing, and Management, 8(2), 13-17.
  20. Luedicke, M. K. (2006). Brand Community Under Fire: The Role of Social Environments for the Hummer Brand Community, Advances in Consumer Research, 33(-), 489-491.
  21. Moore, D., & Wurster, D. (2007). Self-Brand Connections and Brand Resonance: The Role of Gender and Consumer Emotions, Advances in Consumer Research, 34(-), 64-66.
  22. Nicholls, J. A. F., Roslow, S., & Dublish, S. (1999). Brand recall and brand preference at sponsored golf and tennis tournaments, European Journal of Marketing, 33(3-4), 369-382.
  23. Varadarajan, R., DeFanti, M. P., & Busch, P. S. (2006). Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions, Journal of the Academy of Marketing Science, 34(2), 198-202.
  24. Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand Alliance and Customer-Based Brand-Equity Effects, Psychology & Marketing, 21(7), 491-500.