지각된 브랜드의 따뜻함과 유능함이 브랜드 애착에 미치는 영향: 브랜드 신뢰의 매개효과와 제품 유형의 조절효과

초록

As people construct the attitude and social relationship with others based on their perceived warmth and competence, consumers assign human characteristics to brands and build brand attitude and consumption behavior based on their perceptions toward brands’ warmth or competence. Based on Stereotype Content Model, our research analyzes the effects of brand’s warmth and competence perceptions on brand attachment. In doing so, we also attempt to uncover the mediating roles of brand trust and moderating roles of product types. We utilize a structure equations model in the empirical analyses. The results show that brand’s perceived warmth positively affects brand attachment, whereas brand’s competence affects brand attachment only indirectly. We also found that brand’s warmth and competence have positive influence on benevolence-based trust and expert-based trust. In addition, benevolence-based trust mediates the effect of brand’s perceived warmth on brand attachment, whereas expert-based trust mediates the effect of brand’s perceived competence on brand attachment. The moderation analysis of product type shows that, in case of hedonic products, the effect of benevolence-based trust on brand attachment is stronger, and expert-based trust has stronger impact with utilitarian product. Based on Stereotype Content Model, our findings imply that building strong brand attachment requires not only brand’s competence and product’s functional benefit but also brand’s intention toward customer relationship. It also suggests that building consistent brand trusts are necessary.

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