본 연구는 지각된 위험과 브랜드 충성도의 관계에 집단주의와 위험회피 성향 등 문화적 차이가 어떠한 영향을 미치는지를 살펴보았다. 실증분석을 위한 표본은 한국의 서울과 미국 주요 도시에 거주하는 대학생으로 선정하였 으며, 집단주의와 개인주의, 위험회피 성향과 위험감수 성향의 문화적 차이가 지각된 위험과 브랜드 충성도에 미 치는 조절효과를 살펴보았다. 실증 분석 결과 지각된 위험과 브랜드 충성도의 부의 관계는 문화적 차이와 상관없 이 일관성 있게 나타났다. 그러나, 이러한 지각된 위험과 브랜드 충성도 간의 부의 관계는 집단주의 성향이 높은 소비자일수록, 또한 위험감수 성향이 높은 소비자일수록 더욱 크게 나타났다. 이러한 분석 결과를 통해 한국소비 자와 미국소비자 간의 문화적 가치관의 차이 즉 집단주의와 개인주의 그리고 위험회피성향과 위험감수성향의 차 이가 지각된 위험과 브랜드 충성도의 관계에 영향을 미치는 것을 확인하였다.

Drawing both on international marketing literature (Steenkamp, Batra, & Alden, 2003) and value/risk research (Sweeny & Soutar, 2001; Mitchell, 1999), the current study investigates (1) how consumers’ perceptions of brand globalness/localness (PBG/PBL) influence their assessment of different dimensions of perceived value as well as the risk associated with making a purchase decision; and (2) how these value and risk assessments mediate the relationships between PBG/PBL and brand purchase intentions. We apply signaling theory (Kirmani & Rao, 2000) to relate PBG and PBL to consumers’ perceptions of risk as well as their perceptions of functional, emotional and social value. For empirical verification of the hypothesized relationships, we use comparable samples from two European countries that vary substantially in terms of economic development (Slovenia and Bosnia & Herzegovina). Results show that only emotional value serves as a consistent mediator of PBG and PBL on purchase intentions in both countries, whereas no mediating role could be identified for perceived risk. In terms of managerial implications, our findings reveal the importance of emphasizing the emotional value of a brand, which serves as a stable facilitator through which PBG/PBL influence consumers’ purchase intentions across the distinct market settings.

Currently, the luxury retail market exceeds one trillion dollars in sales (Aroche, 2015) and is proliferated by the use of celebrities as endorsers and luxury brand ambassadors (Buckley, 2015; Okonkwo 2010). The practice of linking celebrities in luxury brand communications dates back to at least the 1800s and while the successful usage of celebrities is widely documented (e.g., Agrawal & Kamakura, 1995), so too are the stories of catastrophes as a result of celebrity transgression, overshadowing or just poor fit. Even without negative publicity or inappropriate behaviours, the use of a celebrity can still present risks to the luxury brand. For example, where unintended meanings associated with the celebrities are transferred to the luxury brand (Walker & Langmeyer, 1992; Till, 1998) or when the popularity of the celebrity (e.g. Angelina Jolie) overshadows the brand (e.g. St John) (Buckley, 2015; Horwell, 2011; Rossiter & Percy, 1987; Till & Busler, 2000). Overshadowing isn’t the only risk luxury brand managers may encounter when utilising a celebrity to endorse their brand. If, for example, consumers don’t see a match between the brand and the celebrity, or if consumers perceive the celebrity as being irrelevant to the brand, or if the celebrity has lost their appeal and connection with consumers then the celebrity presents a risk for the brand image (Choi & Rifon, 2012; Fleck, Korchia & Le Roy, 2012; Till & Busler, 2000). The choice of the ‘wrong’ celebrity can be an extremely costly mistake, with loss of sales and/or damage to the brand equity and image of the luxury brand being the potential outcome (Carrillat, D’Astous & Lasure, 2013; Folse, Burton & Netemeyer, 2013; Halonen-Knight & Hurmerinta, 2010; Thwaites, Lowe, Monkhouse & Barmes, 2012). Risk reducing strategies and due diligence during the selection process is a lengthy, complicated and complex process (Erdogan, Baker & Tagg, 2001). Luxury brand managers have long called for a more systematic and objective criteria by which to evaluate the potential celebrity risk factors (Okonkwo, 2010; Toncar, Reid, & Anderson, 2007); and this paper takes up that call with three contributions to both the literature and to practice. The first contribution concerns risk reduction strategies and extensions to the current thinking on the celebrity construct (for a thorough discussion on the celebrity construct see Gabler, 2001; Goldman, 2011; Rojek, 2001; Turner, 2004). There is a small stream of research that discusses the non-human celebrity as both a risk reducer for celebrity endorsement and also as an extension of the concept of ‘celebrity’ (e.g., Blewitt, 2013; Callcott & Lee, 1995; Folse et al., 2013; Giles, 2013; Rindova, Pollock & Hayward, 2006). This stream of research is novel and emergent and our work adds to this literature by defending our claim that like firms, animals, mythical beings and fictitious humans, events can also be celebrities. Broadening the conceptualisation of celebrity to apply to more than just real people, allows luxury brand managers to reduce costs, and regain some degree of control over the important image and reputational management of the celebrities with whom they wish to be associated The second contribution is the Celebrity Criterion Checklist, which provides luxury brand managers with a simple, systematic and quick way to determine whether someone or something (an entity) is a celebrity or not (given at least 15 years of debate about the contest term of “celebrity”). The Celebrity Criterion Checklist contains five criterion. If a luxury brand manager finds the entity they are considering fulfils all five criteria, then the brand manager be confident that they are a celebrity. The third contribution is the Celebrity Risk Evaluation Matrix (CREM). The Celebrity Risk Evaluation Matrix (CREM), facilitates higher-ordered assessments of the risk/benefit ratio associated with using different types of celebrities in luxury brand communications in a simple visual representation. Since celebrities are dynamic and have an ongoing narrative, celebrities can and do move between these quadrants and movement will depend on their life-cycle, their behavioural choices, their media presence, their authenticity and their relevance to consumers.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

최근 디지털 기술의 발달로 인한 시장 환경과 미디어 패러다임의 변화로 인하여 브랜드의 관계성이 매우 다양하고 복잡해 졌다. 이러한 환경에서 브랜드 간의 관계, 소비자와 브랜드 간의 관계 또는 기타 다른 이해관계자들과의 관계 등에 의한 브랜드 연상으로 얻을 수 있는 브랜드 가치와 리스크를 제대로 파악하기란 쉬운 일이 아니다. 특히, 브랜드 특수성은 대표 적으로 브랜드 자산 가치를 부여하는 중요한 역할을 하기 때문에 여기에서 리스크가 발생하면 기업이나 브랜드 입장에서는 큰 손실과 손상을 입을 가능성이 높다. 본 논문에서는 브랜드 특수성에 대한 선행 연구에서 그 특성을 이해하여 최근 일어 난 브랜드 리스크 사례에 대해 조사하여 어떤 관계성이 있으며 어떤 형태로 나타나는지를 분석하고자 하였다. 이를 통해 향후에는 모든 기업 또는 조직이 갖고 있는 브랜드를 다변화된 환경에서 보다 효과적인 브랜드 관리 전략을 구축하는데 필 요한 브랜드 리스크 개념을 이해하는데 도움이 될 것으로 기대한다.