CAJ | 학술논문

20世纪60年代，英国心理学家 Bowlby完成了心理学领域中经典依恋理论的开创性研究工作。随后，营销学者意识到，心理学中以人际关系为基础的依恋理论也可以应用到营销情景中，因此，品牌依恋作为品牌研究的一个新视角逐渐受到营销学者的关注。本研究以国内外相关品牌理论为基础，以手机品牌为调研背景，建立了消费者自我概念一致性对品牌依恋的影响模型，引入了产品涉入度和消费者自尊两个调节变量，同时探讨了各种背景变量对研究变量的显著性影响。
20세기60년대，영국심이학가 Bowlby완성료심이학영역중경전의련이론적개창성연구공작。수후，영소학자의식도，심이학중이인제관계위기출적의련이론야가이응용도영소정경중，인차，품패의련작위품패연구적일개신시각축점수도영소학자적관주。본연구이국내외상관품패이론위기출，이수궤품패위조연배경，건립료소비자자아개념일치성대품패의련적영향모형，인입료산품섭입도화소비자자존량개조절변량，동시탐토료각충배경변량대연구변량적현저성영향。
In the 1960s, as British psychologist Bowlby completed a groundbreaking research work in the field of psy-chology, i.e. classical attachment theory. Then marketing scholars realized that in psychology, interpersonal relationship based on attachment theory can also be applied to the marketing scenario, and therefore, brand attachment as a new perspective is gradually becoming important in marketing study. Based on the theory of domestic and foreign brands and the research back-ground in mobile phone brand, this study formulates a consumer self-congruence model of consistency of brand attachment, introduces two variables of product involvement and consumers’ self-esteem, and explores the significant impact of various background variables on various research variables.