브랜드 스토리 광고 유형이 브랜드 태도와 브랜드 애착, 브랜드 충성도에 미치는 효과

초록

Advertising utilizing brand stories plays an important role in increasing consumers' knowledge of brands and reinforcing positive attitudes. This study is aimed to examine the effect of brand story advertising types on consumer attitudes through between-groups design. The following types of brand story advertising were selected for this study: heroic mythological story (Busan World Expo 2030), fairy tale story (Hyundai Mobis), consumer needs satisfaction story (Seoul Climate Accompaniment Card), and dream realization story (Samsung Electronics Start-up). The dependent variables to examine consumer attitudes were brand attitude, brand attachment, and brand loyalty, which were measured through personal interviews. As a result, this study confirmed that the type of brand story advertising significantly influences brand attitude and brand attachment, and especially the dream realization story is the strongest type of story that has a positive effect on brand attitude and brand loyalty compared to fairy tale story, consumer needs satisfaction story, and heroic mythological story, and the fairy tale story has a positive effect on brand attachment. This study empirically verifies that consumers attitudes are different depending on the type of brand birth story advertising, and is expected to provide advertising practitioners with useful directions for effective brand communication and strategies for creative expression.

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