실제적․이상적 자아이미지 일치성, 브랜드 신뢰가 브랜드 애착에 미치는 상대적 효과에 관한 연구: 제품유형의 조절효과를 중심으로

Marketers should build the unique brand image that target consumers have the strong attachment to. Brand Attachment is defined as the degree of cognitive and emotional bonding that a satisfied consumer has for a particular brand. In recent years, brand attachment has been studied as a key construct in explaining the process of developing and retaining the relationship between consumer and brand. This study focuses on brand attachment as a key factor for maintaining and strengthening the brand loyalty of consumers in the high-involvement product brands, such as fashion clothing and PC/notebook. The purpose of this study is to analyze the relative impacts of actual-self congruity and ideal- self congruity on brand attachment. Also, we include the brand trust as another independent variable that may influence the brand attachment. Furthermore, this study examines the moderating role of product types on not only the relations of actual/ideal-self congruity and brand attachment, but also the relation of brand trust and brand attachment. The empirical results suggest that actual self congruity and brand trust have the positive relationship with brand attachment, and in particular ideal self congruity has the strongest impact on brand attachment. Also we found the moderating effects of product types. In the utilitarian product actual self congruity and brand trust have the strong impact on the brand attachment, while in the hedonic product ideal self congruity has the strongest impact on the brand attachment.