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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 49, No. 1, pp.103-128
ISSN: 1226-1874 (Print)
Print publication date 29 Feb 2020
Received 25 Jan 2019 Revised 22 Nov 2019 Accepted 02 Dec 2019
DOI: https://doi.org/10.17287/kmr.2020.49.1.103

사회적 자본과 브랜드 현저성에 관한 연구: 럭셔리 제품을 중심으로

손용석* ; 유건우**
*(주저자) 경희대학교 ysohn@khu.ac.kr
**(교신저자) 경희대학교 yukw@khu.ac.kr
Social Capital and Brand Prominence in Luxury Products
Yong Seok Sohn* ; Kun Woo Yoo**
*Professor of Marketing, School of Management, Kyung Hee University, First Author
**Lecturer, School of Management, Kyung Hee University, Corresponding Author

초록

본 연구는 소비자를 둘러싼 사회적 자본에 따라 럭셔리 제품의 브랜드 현저성이 갖는 의미는 다를 것이라 예상하였다. 구체적으로 소비자가 럭셔리 제품을 구매할 때 고려하는 결속적 혹은 연결적 사회적 자본에 따라 브랜드 현저성이 높은 럭셔리 제품과 브랜드 현저성이 낮은 럭셔리 제품의 구매의도에 차이가 있는지 살펴보고, 이러한 차이가 발생하게 된 심리적 프로세스에 대해 살펴보고자 하였다.

연구결과, 연결적 사회자본의 소비자는 결속적 사회자본의 소비자보다 브랜드 현저성이 높은 럭셔리 제품에 대해 실용적 가치를 지각하여 구매하는 것으로 나타났다. 이때, 지각된 실용적 가치가 조절자원을 고갈시키는 순차적 매개효과가 관찰되었다. 반면에 결속적 사회자본의 소비자는 연결적 사회자본의 소비자보다 브랜드 현저성이 낮은 럭셔리 제품에 대해 쾌락적 가치를 지각하여 구매하는 것으로 나타났으나, 쾌락적 가치가 조절자원을 고갈시키는 순차적 매개효과는 발생하지 않았다. 본 연구결과를 토대로 럭셔리 제품 구매에 대한 이론적, 실무적 시사점을 제공하였다.

Abstract

In previous studies of brand prominence in luxury products, the wealth of consumers has been a dominant concern. These days, however, as the era of social networking allows us to browse and connect with others simply with the tips of our fingers, and this ability has become more vital over time, not only wealth but also social capital has gained more of an impact on the salience of luxury brands, the size of a brand’s mark or logo on a product. This paper looks closely into the concept of social capital, trying to identify brand prominence and investigate its relationship to social capital. As a result, participants of bridging social capital (bridgers) respond more favorably to a prominent logo, a logo that displays the message that I am definitely wearing Louis Vuitton, than those of bonding social capital (bonders). When social capital is engaged with motivation and goal, consumer preference for brand prominence is more elaborate such that bridgers pursue a utilitarian purpose as an identity agent for status. In the same vein, those bridgers will be more cognitively depleted than bonders, which renders them succumb to temptations of purchasing luxuries with brand prominence. The mediating role of the cognitive depletion is discussed. Furthermore, we examine the phenomenon of the growing proportion of bridgers in the Asian market of SNS (social network service). Finally, the findings and managerial implications are reported.

Keywords:

social capital, brand prominence, luxury products, utilitarian value, hedonic value, depletion

키워드:

사회적 자본, 브랜드 현저성, 럭셔리 제품, 실용적 가치, 쾌락적 가치, 조절자원

Acknowledgments

이 논문은 2017년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2017S1A5A2A01025544)This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2017S1A5A2A01025544)

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• 저자 손용석은 현재 경희대학교 경영대학 마케팅 전공 교수로 재직 중이다. 한국외국어대학교 경제학과를 졸업하였으며, New York 대학교에서 경영학 석사 및 박사를 취득하였다. 주요연구분야는 혁신, 브랜딩 및 소비자 행동 등이다.

• 저자 유건우는 현재 경희대학교 경영학과 시간강사로 재직 중이다. 경희대학교 법과대학을 졸업하였으며, 경희대학교에서 경영학 석사와 박사를 취득하였다. 주요 연구분야는 소비자행동, 실험디자인 및 방법론 개발 등이다.