• 마케팅과학연구
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• 제18권3호
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• 벤처창업연구
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• 제11권6호
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• pp.175-183
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• 2016

정부는 '국민행복, 희망의 새 시대'라는 국정비전하에 '일자리 중심의 창조경제' 실현을 제1의 국정목표로 설정하며 청년실업문제해소와 국가차원의 새로운 성장 동력 확보를 창업을 통해 이루어 내려고 수많은 창업지원사업을 하고 있다. 2015년 9월 8일 발표한 정부의 '2016년도 예산안'을 보면 새 성장 동력 창출을 위해 크게 벤처 창업 생태계 활성화와 연구개발 (R&D) 성과 제고를 위한 사업들을 2017년에 추진한다. 이러한 창조경제의 방향성에 맞춰 본 연구는 현 창업지원사업이 올바른 방향성 여부를 창업가, 예비창업가, 학생들의 창업생태계에 대한 인식을 중심으로 비교 분석하여 살펴보고자 한다. 그 방법으로 창업가 113명, 예비 창업가 71명, 학생 60명, 창업관련기관 종사자 47명, 투자자 16명, 일반인 50명, 기타 11명 포함 총 368명을 대상으로 온라인 설문조사를 실시하였다. 분석결과, 창업에 대한 사회적 인식은 긍정적이라는 응답이 36.3%로 부정적이라는 응답 32.2%보다 다소 높다는 것을 확인하였다. 창업가에 대한 사회적 인식은 긍정적이라는 응답이 41.7%로 부정적이라는 응답 17.1%보다 2배 이상 높은 응답률을 보였고, 현재의 창업환경에 대한 인식은 나쁘다는 응답이 41.1%로 좋다는 응답 23.5%보다 높은 응답률을 보였다. 향후 대한민국의 창업환경에 대하여는 좋아질 것으로 응답한 비율이 41.2%로 나빠질 것으로 응답한 비율 23%보다 높은 응답률을 보였고, 중국에 비한 우리나라의 창업환경에 대한 인식은 나쁜 편이라고 응답한 비율이 52.9%로 좋은 편이라고 응답한 비율 17.7%보다 약 3배가량 높은 응답률을 보였다. 창업경험유무에 따른 창업가에 대한 사회적 인식은 창업경험 횟수가 증가할수록 부정적임을 확인하였고, 이와 반대로 창업경험 횟수가 증가할수록 현재의 창업환경 및 향후 창업환경에 대한 인식은 긍정적임을 확인하였다. 또한 창업에 대한 부모의 인식이 긍정적으로 변할수록 창업가의 창업의사 또한 긍정적으로 변함을 확인하였고, 경제적인 이유보다 비경제적인 이유의 창업동기로 시작한 창업가의 창업의사가 더 높음을 확인하였다. 본 연구에서는 대한민국 창업생태계의 현황 및 인식을 개괄적으로 분석하여 전체적인 수준을 알 수 있었다. 차후 연구에서는 기존 선행연구에 대한 고찰을 바탕으로 대한민국 창업생태계의 문제점 및 개선방안에 초점을 맞춰서 더 정밀하게 창업생태계를 분석해서 나아가야할 방향성에 대한 제언을 할 필요가 있다.