금융브랜드 광고의 브랜드 탄생 스토리 유형이 브랜드 가치와 브랜드 이미지에 미치는 영향

초록

Recently, companies have been actively using brand stories in advertising to create an emotional connection between consumers and brands. This study examined the differences between brand birth story types and consumer attitudes in financial brand advertising using a between-groups design. The types of brand birth stories in this study were heroic mythological story (Shinhan Financial Group), fairy tale story (Woori Bank), consumer need satisfaction story (Samsung Life Insurance), and dream realization story (Hana Bank), and the dependent variables of advertising attitude, brand value, and brand image were measured to test consumer attitudes. The results showed that the dream realization story scored the highest in advertising attitudes, and the consumer need satisfaction story and dream realization story were identified as variables that positively influence advertising attitudes. In terms of differences in brand value by brand birth story type, consumer need satisfaction stories scored the highest, while fairy tale stories scored significantly lower in brand value than other types. Examining the difference in brand image by brand birth story type, brand story type did not have a significant effect on brand image, while fairy tale stories showed the highest score. This study is expected to extend the brand storytelling theory and provide guidelines for establishing advertising creative strategies utilizing brand birth story types.

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