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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 4, pp.1119-1145
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2016
Received 24 Nov 2015 Revised 12 Feb 2016 Accepted 10 May 2016
DOI: https://doi.org/10.17287/kmr.2016.45.4.1119

도덕적 정체성이 브랜드 태도에 미치는 영향: 자부심의 매개역할을 중심으로

정의홍* ; 이호배**
*(주저자) ㈜스타일앤 chungeh@styleand.co.kr
**(교신저자) 홍익대학교 경영대학 교수 hblee@hongik.ac.kr
The Effect of Moral Identity on Brand Attitude: Focusing on the Mediating Role of Authentic Pride
Euihong Chung* ; Hobae Lee**
*Styleand Ltd., First Author
**Professor, School of Business Administration, Hongik University, Corresponding Author

초록

최근 소비자들은 윤리적 소비에 큰 관심을 나타낸다. 이에 따라 소비자들은 가치지향적인 소비 성향을 추구하며 기업의 사회적 책임활동에 보다 큰 관심을 나타내고 있다. 그러나 이러한 윤리적 소비 성향은 개인의 도덕적 정체성에 따라 달라질 수 있다. 즉, 소비자들은 도덕적인 상황에서 그들의 행동을 평가하는 도덕적 정체성에 따라서 그들의 반응은 상이할 수 있다.

이에 본 연구는 소비자들의 도덕적 정체성이 소비에 미치는 영향을 알아보았다. 구체적으로, 도덕적 정체성의 2개 차원 중에서 내면성이 브랜드 태도에 영향을 미치게 되는 과정에서 제품 유형의 조절효과를 알아보았고, 내면성과 브랜드 태도 간의 관계에서 자부심의 매개적 역할을 살펴보는 동시에 자부심의 매개적 효과에서 제품 유형의 매개된 조절효과도 알아보았다.

본 연구의 결과는 다음과 같다.

첫째, 도덕적 정체성이 브랜드 태도에 미치는 영향을 분석해 본 결과에 의하면, 선행연구와 동일하게 도덕적 정체성의 차원 중 내면성만이 브랜드 태도에 호의적인 영향을 미치는 것으로 나타났다.

둘째, 내면성이 브랜드 태도에 영향을 미치는 관계에서 제품 유형의 조절효과를 알아본 결과에 의하면, 실용적 제품의 경우에는 쾌락적 제품보다 내면성이 높은 사람일수록 호의적인 태도를 나타냈다.

셋째, 도덕적 정체성의 내면성과 브랜드 태도의 관계에 대한 자부심의 매개효과를 알아보았는데, 자부심은 내면성과 브랜드 태도 간의 관계를 부분 매개하는 것으로 나타났다.

끝으로, 자부심이 내면성과 브랜드 태도 간의 관계를 매개하는 경우, 제품 유형의 매개된 조절효과를 분석하였으나 유의하지 않았다. 따라서 제품 유형은 내면성과 브랜드 태도 간의 관계에만 조절효과를 나타냈다.

Abstract

Recently, consumers have shown interest in ethical consumption which leads to the pursuit of value-oriented consumption tendencies. However, consumers’ ethical consumption has shown different tendencies according to the moral identity. That is, in an ethical situation, consumers’ response differed from the evaluation of the moral identity.

This study researched the influence of moral identity on brand attitude, focusing on the moderating role of the internalization dimension of moral identity and the mediating role of authentic pride in relation with internalization and brand attitude. Further, it explored that the effect of mediated moderating role of product type on the mediating role of authentic pride.

The results of research are as the following.

First, this study found out the influence of the internalization of moral identity on brand attitude which showed positive effect as the literature did.

Second, by focusing on the internalization dimension of the moral identity, it found out the moderating effect of the type of product on the relationship between internalization and brand attitude. This has shown that as the more higher consumer has internalization in moral identity, the more consumer has the positive attitude on utilitarian products.

Last, it found out the partial mediating effect of the authentic pride on the relationship between the internalization of the moral identity and brand attitude Further, when there is authentic pride’s mediating effect, it explored that the effect of mediated moderating of product type. Therefore, The effect of mediated moderating role of product type between the authentic pride and brand attitude was not significant. Thus, moderating effect of the product type was shown only between the internalization of the moral identity and brand attitude.

Keywords:

ethical consumption, self-conception, moral identity, internalization of moral identity, authentic pride, product type, brand attitude

키워드:

윤리적 소비, 도덕적 정체성, 자부심, 내면성, 브랜드태도

Acknowledgments

이 논문은 2015학년도 홍익대학교 학술연구진흥비에 의하여 지원되었음This work was supported by 2015 Hongik University Research Fund.

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• 저자 정의홍은 현재 ㈜스타일앤 기획팀에서 재직 중이며 홍익대학교 대학원 경영학과에서 마케팅 석사를 취득하였다. 석사 학위 취득 이후에는 ㈜윕스 기술정책연구센터에서 연구원으로 일하였으며, 2016년부터 (주)스타일앤 기획팀에서 마케팅 기획 업무를 하고 있다.

• 저자 이호배는 현재 홍익대학교 경영대학 마케팅 교수로 재직중이다. 고려대학교에서 경영학 학사, 석사, 박사를 취득하였다. 연구관심분야는 소비자행동 및 광고분야이고, 최근에는 공익연계마케팅분야의 연구를 많이 하고 있다.