암묵적 기억성과에 따른 상표 친숙도, 상표 태도 및 상표 신뢰도의 변화에 대한 분석: 노출횟수와 정보처리유형을 중심으로

The purpose of this research is to investigate the relationships among implicit memory performance, brand familiarity, and brand evaluation and trust. For this purpose, this study analyzed 1) implicit memory performance, 2) brand familiarity, 3) brand attitude and trust by exposure levels and information processing type to the brand name. For this purpose, this study conducted two pretests and one main experiment. The purpose of the pretest 1 and 2 were to determine the learning time and to select the brand names to be used in the main study. This study employed experimental design method, controlling exposure levels as within-subject factors and information processing type as between-subject factors. The results of this study showed that 1) implicit memory performance can be a potential index to reveal brand familiarity without brand knowledge, 2) brand familiarity can be formed only by unconscious exposure to the brand name, and 3) the changes of brand familiarity according to the repeated exposures to the brand name were different from those of brand evaluation and brand trust. Based on these results, we discussed limitations and future research directions along with interesting managerial implications about relationships among implicit memory performance, brand familiarity, and brand evaluation.