CAJ | 학술논문

品牌不安全感是指消费者对某品牌存在潜在或现实威胁的主观感知和担忧。以往文献中,与品牌不安全感有关的研究主要隐含在两个领域：一是以产品伤害危机为中心的品牌心智变化研究;二是以企业伦理责任为中心的品牌心智变化研究。但这两个领域都尚未揭示消费者品牌不安全感的实质、心理表征、危害机制和预警功能等。品牌不安全感是消费者回避或拒绝某品牌的心理根源之一。因此基于产品伤害事件频发的事实和品牌心智理论,有必要对品牌不安全感作系统研究,具体探索品牌不安全感的本质内涵、导致品牌不安全感的威胁源、品牌不安全感的心理表征、危害机制、预防和化解策略、以及品牌心理安全管理理论等问题。
품패불안전감시지소비자대모품패존재잠재혹현실위협적주관감지화담우。이왕문헌중,여품패불안전감유관적연구주요은함재량개영역：일시이산품상해위궤위중심적품패심지변화연구;이시이기업윤리책임위중심적품패심지변화연구。단저량개영역도상미게시소비자품패불안전감적실질、심리표정、위해궤제화예경공능등。품패불안전감시소비자회피혹거절모품패적심리근원지일。인차기우산품상해사건빈발적사실화품패심지이론,유필요대품패불안전감작계통연구,구체탐색품패불안전감적본질내함、도치품패불안전감적위협원、품패불안전감적심리표정、위해궤제、예방화화해책략、이급품패심리안전관리이론등문제。
Brand insecurity refers to consumer＇s subjective perception and worry about the potential and actual threat from brand. The previous literature identifies two areas concerned with brand insecurity research： they are the researches on brand mind change with the product-harm crisis and the corporate ethical responsibility. But two areas do not yet reveal the essence of the consumer＇s brand insecurity, its psychological representation, harm mechanism and warning function, etc. We think the brand insecurity is one of the psychological root of consumer to avoid or reject a brand. So based on the frequent events of product-harm crisis and the theory of brand mind, we suggest to do systematic research on the brand insecurity. This project will inquire issues, such as, the essence of brand insecurity, the sources of threat which bring about brand insecurity, its psychological representation, its harm mechanism, and the strategies to prevent and dissolve brand insecurity, as well as the research on the theory about brand psychological safety management. This project wants to make new progress in the research concerning the response strategies to the brand insecurity, and the theory of brand safety management.