통합된 브랜드 개성과 신뢰감이 구매의도에 미치는 영향에 관한 연구

Abstract

The increasing importance of the brand as a main factor of competition predominance leads the Financial brands to differentiate its brand for positive positioning in the modern society where the world has become one market. Even though Financial brands needs enormous effort to position its brand concretely, the once positioned brand will not be shaken according to the fashion and the times and can become a powerful weapon in the end. Therefore, Financial brands needs the new serviced evelopment and the management strategy to satisfy the customer who wants more diversified, individual, and high-graded service. This brand importance has caused to show the new concept, brand personality. That is to say, customer regards his using brand as a useful way to express his personality. In this reason, the emotional marketing plays an important role and has an effect on the creation of the brand value. Customers to use Financial brands express themselves and elevate more by using the Financial brand of the same image as their own one. This increasing brand identification leads to raise brand loyalty and to make brand value high. Furthermore, customers increasing trust on Financial brand plays a decisive role in the formation of the brand loyalty through decreasing the risk and increasing the use frequency. Therefore, in order to increase loyalty through strengthening Financial brands own brand, the Financial brand is finding out the service strategy regarding man power, material, and system. This study tries to make the concept and produce the reason of each factor and the measurement item so as to grasp the concept and composition factor about brand; brand personality, brand identification, band trust, and brand loyalty. The research has been carried out with customers who had an experience to use six Financial brands. The research result can lead to show what factors compose brand personality and brand loyalty, and how brand personality affects on brand identification and brand trustas a preceding factor. Finally, the hypothesis that tries to know the structural relationship among brand personality, identification,trust,andloyaltyhasbeenverified. According to the research result, first, the statistically significant relationship in relation to the hypothesis that Financial brand personality affects on brand identification has been found in competence, excitement, sincerity, and sophistication. Second, the significant relationship in relation to the hypothesis that Financial brand personality has an effect on brand trust has been produced incompetence, excitement, and ruggedness. Third, Financial brand identification has a significant relationship with brand loyalty. Forth, Financial brand trust affects on brand loyalty significantly. Fifth, the hypothesis that brand attitude loyalty has an effect on behavioral loyalty is statistically significant. This research result indicates that the differentiation about brand personality and the strategy to form brand identification, and brand trust have to be proceeded.