Since time immemorial company’s interaction with its customers plays a vital role in co-creation of values and shared lifestyle. Similarly, for Japanese department stores passing through the declining stage of the life cycle, strategy based on maintaining relationships is important for renovating their business models. This study examines the importance of “Retail Brand Community” for Japanese department stores, considering from the perspective of Brand community and Social Identity Theory.

Understanding consumers’ prioritization of corporate social responsibility initiatives within the global marketplace is a crucial concern for marketers. Focusing on the ethical fashion industry, which supports artisans and utilizes environmentally sustainable resources within its supply chain, the study uncovers that consumers possessing a global (local) identity exhibit more favorable responses to global (local) CSR initiatives, and the matching effect is amplified when presented with high (low) construal level messages.

본 연구에서는 외국 브랜드의 현지성 지각이 개도국 소비자의 브랜드 신뢰와 구매 의도에 미치는 영향을 실증 적으로 검증한다. 본 연구는, 사회정체성이론을 바탕으로, 개도국 시장에서는 브랜드 현지성이 내집단 정체성을 소비자에게 신호함으로써, 소비자의 브랜드 신뢰와 구매 의도를 높일 수 있다고 주장한다. 본 연구는 필리핀 소 비자를 대상으로 수행한 한국과 중국 브랜드에 관한 온라인 조사에서, 브랜드 현지성의 긍정적 효과를 실증적으 로 확인한다. 동시에, 브랜드 현지성 효과가 소비자 세계주의 성향이 낮거나 적대감이 높은 소비자에게서 높게 나타나는 점도 발견한다.

Theoretical Background Online tribalism is an unofficial network in virtual community due to common interests and affiliation to a topic, a belief, a figure, a ritual, or a culture (A. Taute and Sierra 2014, Badrinarayanan, Sierra and Taute 2014, Hamilton and Hewer 2010). In an interconnected world, consumers influence each other by initiating, spreading, appraising, receiving and internalising beliefs via social network and shape self - attitude and information status (Hilder 2004). These widely-existing phenomena suggest more efforts to be completed to address the gaps in knowledge in the following aspects: First, the information dissemination process should be understood with a stronger support of quantifying approaches to bring forward a systematic understanding to accommodate a wide range of drives for the complex social learning and assimilating procedure (Feliciani, Flache and Tolsma 2017, Macy et al. 2003, Huet, Deffuant and Jager 2008). For example, many qualitative research such as digital anthropology and netnography abound to explain the motivations, process, and outcomes of disseminating messages in the texture of social group (Flache and Macy 2011, Granovetter 1977). As the consequence, many tentative explanations have attempted to focus on the utilities of information circulation (Dupor, Kitamura and Tsuruga 2010, Gruhl et al. 2004, Kim and Baek 2014) and social influences (Gupta and Kim 2004, Kim and Baek 2014) but ended up with only incapability of modelling and quantifying the process. Within this trend, notably, two factors underpinning the changes in virtual community, i.e., individual’s information utility, motivation of seeking for conformity, remains a secret. In addition, it’s unclear that why and how active customers behave different from inactive ones from a perspective of information flow and social learning. Second, there is a lack of knowledge of how the intrinsic connections and dialectical dynamic between self-solicited individuals take place and adapt in the growth and evolution. With the tool of digitals, paradoxically, the essential ambiguity of digital openness and closure (Phelps et al. 2004), viability and tribalism (A. Taute and Sierra 2014, Badrinarayanan et al. 2014, Hamilton, Schlosser and Chen 2017), enculturation and acculturation, devastatingly remains under-investigated. Among these various perspectives to explain and model the dynamics of online community and social learning, there should exist a general framework that combines decisive bases of recipients and senders with various motives and constraints, with both subjectivity and objectivity. Opinion dissemination can therefore be understood not only as an objective procedure, but also with subjective intervention of participants where cognitive, psychological, and sociocultural factors intertwine to influence the collective learning pattern. Thirdly, some contextual findings are to be tested how the conditional relations may be established under different social settings. For example, theories show that engaged consumers usually exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment. However, literature rarely provide an answer that within a social group, how are traditions, patterns, communications, rewards, and punishments formed and evolved to lead to either conformity or dispute. To address the above gaps, this research adopts an interactive approach to deconstruct information into inputs (motivation, potential), action (interpersonal connection), and output (utility and identity). This research delivers several simulated experiments to identify how the evolution of customer opinions evolves out various patterns of self-efficacy and social recognition. The author assembles four aspects of input variables, including information utility, accordance utility, self-efficacy, and social status of consumers, and test the overall information prosperity and propensity of the social earning with different activeness levels. Findings The analytical firstly results show that active individuals exist in social group as the information hubs to dismiss the information and share a higher level of delight of owning knowledge and over time, become similar in knowledge standard. Consequently, a wider connection with and influence on mass audience of active members usually lead to a higher psychographic gain of attitudinal accordance compared with inactive and isolated ones in group. Secondly, at the individual level, the author found that the activeness in tribal group obviously result in a higher level of both self-recognition and social recognition on average. This pattern is consistent with vast literature in ethnography. And the relation between the activeness level and the self- and social-recognition level is positive. While at the aggregate level, it’s investigated that active individuals of online tribes have a stronger inclination, evidenced by a stronger propensity of spreading message, to further generate messages to impact other more profoundly when compared with inactive ones. The simulation experiment also indicated that a few contextual relations between variables, e.g., information-based and accordance -based delights, self-recognition and social recognition, information prosperity and transmission propensity, etc., moderated by the member activeness. It’s also found that extreme active individuals have a much higher marginal increase in accordance originated from the growing information volume owned in the process of influencing the society. Not coincidentally, their overall social recognition and attitudinal accordance from the group are significantly higher by the growth of personal knowledge. Conclusions This research contributes to the literature on the drives of tribal dynamics and its’ consequences on the changes of information valence and attitudinal changes and further to this, how the engagement level of individuals will influence these micro and macro outcomes. Notably, by adopting a self-reasoning method, the motives and outcomes are incorporated in a simulated method to develop not only the individual and the aggregate level of outcomes. This study also bears methodological significance by examining a series of hypotheses under the setting of a simulated online community. These findings suggest a series of contextual causality moderated between the characteristics, intentions and actions.

The key objectives of the research is to examine the impacts of consumption community and underlying motivations for joining consumption communities in consuming masculine products among Korean female consumers. This study is the first to link a consumption community to social identity theory. To find an answer to our research questions, the study uses Korean Harley Davidson female riders who ride the American heavy motorcycle in a consumption community to answer the research questions. Harley Davidson is an icon of masculine products due to the size and the powerful engine of the motorcycle. A hermeneutic approach is adopted to understand Korean female consumers’ motivations in joining consumption communities and their perceptions about riding a Harley Davidson motorcycle. A hermeneutic method uses personal in-depth interviews to elicit the behaviors, values, and motivations that researchers are trying to understand (Kozinets, 2001; Thompson et al., 1994). The hermeneutic method is appropriate when researchers are attempting to understand motivations, values and beliefs deeply embedded in a person’s mind (Thompson et al., 1994).

The market for luxury is changing with new competitors to the market, more modest growth, and new types of customers (Kim and Ko 2012, Ko, Phau and Aiello 2016) as well as the ubiquity of digital marketing channels (Okonkwo 2009). Moreover, social media has transformed the logic of fashion marketing by providing new ways of engaging, interacting, and connecting with customers (Dhaoui 2014) as well as enabling consumers to participate in branding process (Burman 2010). As a consequence, also luxury brands need to develop experience-based marketing strategies that emphasise interactivity, connectivity and creativity (Atwal and Williams 2009). What is more, despite of growing importance of social media marketing in luxury industry, extant research on the topic still remains quite limited (Ko and Megehee 2012). While the previous studies have well documented the benefits of luxury marketing on social media (Kim and Ko 2012, Kim and Ko 2010, Brogi et al. 2013, Kontu and Vecchi 2014, Godey et al. 2016), and their implications on luxury brand management (Dhaoui 2014, Larraufie and Kourdoughli 2014), and even co-creative marketing practices (Choi, Ko and Kim 2016, Tynan, McKehnie, and Chuon 2010), no studies to this date have looked at co-creation from consumer-perspective. This article provides a novel perspective on luxury branding, by following the resource-based theory of consumer (Arnould, Price and Malshe 2006) to study the brand identity as co-created in social media. To do this, visual frame analysis (Goffman 1974, Luhtakallio 2013) is applied on consumer generated images downloaded from Instagram feed of brand exhibition staged by luxury brand Louis Vuitton. Based on the analysis, a typology of co-created brand identities is proposed. The findings indicate that in the branded exhibitions, consumers co-create brand identity by utilising resources available in the experiential brandscape by taking and posting these objectifications of brand on social media (Presi et al. 2016) and in so doing create symbolic/expressive, and experiential/hedonic value (Tynan et al. 2010). Theoretically, this article provides a novel perspective on luxury brand as co-created and in so doing, demonstrates the dynamics of firm-consumer co-creation. What is more, to extend the emerging stream of visual analysis of luxury (Kim et al. 2016, Freire 2014, Megehee and Spake 2012), an application of novel is demonstrated in the article. Managerially, this explorative study provides new insights on luxury marketing in social media by suggesting that branded experiences should be designed in a manner that engages the consumer to actively use the resources available to them. The financial implications of this shift are also significant as according to McKinsey study, three out of four luxury purchases are influenced by social media (Hope 2016)

Based on the collaborative and social characteristics, social networking services (SNSs) are growing platforms for consumer-to-consumer conversation including electronic word-of-mouth (eWOM). eWOM is defined as ‘any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet’ (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004, p.39). Despite its academic and managerial significance, several preliminary studies have examined what determines effective eWOM in SNSs (e.g., Chu & Kim, 2011; Teng, Khong, Goh, & Chong, 2014). Extending these attempts, we empirically investigate what influences consumers’ evaluation of eWOM, especially on Facebook. We suggest a new perspective of focusing on the psychological stream of social identity (Tajel & Turner, 1986) which is a distinctive factor explicit on Facebook. Unlike conventional eWOM platforms like bulletin boards and online communities where the user information is limited due to anonymity or presented in restricted manner (e.g., reputation from ratings by other members) (Dou, Walden, Lee, & Lee, 2012), Facebook provides profile information about users including one’s social group membership (e.g., school, company). This implies that the perception of social identity on Facebook may influence how one evaluates the source and his/her eWOM message.

New professions, highly specialized in web communication, have therefore emerged lately, such as: blogger, copywriter, social media manager, especially in the fashion industry, where every detail is meaningful and consequently every word inevitably matters. The aim of this paper is to investigate the strategies used by luxury fashion brands on social media to construe their brand identity and build up global awareness. The empirical study presented is based on the analysis of a corpus of posts retrieved from internationally renowned luxury fashion brands’ Facebook fan pages selected according to an official global top list of luxury brands. Social networks are nowadays one of the most efficient tools to make a brand globally successful and luxury fashion brands owe their popularity to them, although at the beginning they were suspicious towards those media of communication (Okonkwo, 2010: 4). This was due to the fact that mass media, by definition, are characterized by features like wide accessibility and volatility that do not match with the peculiar exclusive, unique and timeless nature of luxury goods (Okonkwo, 2010: xviii). The following table (Table 1) compares luxury features with the Internet ones in order to show that they are two opposite worlds that do not share none of their characteristics. The presence of luxury online is then a paradox itself, this is due to the fact that the features attributed to luxury that can be summarized into the word “exclusiveness” do not match with the main characteristics of Internet that is a “mass” medium of communication where the main idea is that one formula fits all. The clear contrast between the features attributed to luxury and Internet is evident in the oppositions reported: for instance we have “niche clientele” versus “mass availability” to emphasize that luxury itself cannot satisfy everyone’s desire if it aims to maintain its status and in any case it is not a short time process (Rambourg, 2014); then “exclusivity” versus “mass accessibility” is to highlight the fact that luxury cannot be accessible to everyone; and the extremely relevant difference between luxury products that must or at least give the idea to be “made-to-measure” versus the “one-formula-fits-all approach” and “mass appeal”, typical of the mass media of communication, that distinguishes the use of Internet, where what you share is designed to be widely accessible from luxury that represents uniqueness and exclusiveness. The study conducted will try to identify if luxury brands have overcome this channel conflict and later investigate their performances on social media particularly focusing on the construction of the content. The analysis of the data will be run by taking into consideration marketing literature review, and the use of theoretical frameworks based on genre analysis, corpus linguistics and discourse analysis. Furthermore the analysis will be done with the support of statistical linguistic softwares Wordsmith and Wmatrix, and it will show how luxury fashion brands shape brand identity online through words. The results will offer an overview on the construction of content particularly used to rely on storytelling, heritage marketing, and “glocalization” strategies. Moreover, interesting insights will draw the attention to the specific strategies used to target different markets (Hollensen, 2007: 220-221) while taking into consideration the cultural differences and at the same time emphasizing the features directly connected to the “Made in” identity of the brand. A further section will focus on the interplay between different semiotic systems employed to construe the brand identity online, and on some examples of strategies specifically designed for emerging markets and created through transmedia communication (Jenkins, 2006). The evidence gathered, which also sheds light on the use of pronouns and verbs to stimulate the users’ engagement in brands’ life and in the production of the content, can provide interesting insights into web communication. Further interdisciplinary researches combining different approaches will develop significant strategies particularly interesting for the training of new professional profiles involved in the design of marketing strategies.

Purpose and Rational: Social media is an emerging platform for many retail communication channels accommodating various consumers’ needs and wants. There are many research exploring impact of social media on business practice and behavioral outcomes, however, there is only few research focusing on which factors affect the psychological and social variables on actual usage of social media for shopping. This study focuses on the role of consumer perception on flow of social media usage and the moderating effect of consumer’s social variables (i.e. social identity, group norm and social influence) on actual usage of social media information for shopping. The purposes of this study are as follow: 1) To examine empirical effects of flow of social media usage on perceived ease of use social media for shopping, perceived usefulness of social media information and actual usage of social media information for shopping. 2) To explore the perceived ease of use social media information for shopping and perceived usefulness of social media information affect actual usage of social media for shopping. 3) To investigate moderating effect of social variables between the links. Methodology: This research utilized an online self-administered survey to collect data. Two thousand e-mail invitations were distributed to a randomly selected sample from national panel and in order to address the hypotheses stated a dataset of 342 social media users was compiled. The instrument was designed to obtain comprehensive quantitative data and was an adaptation of questionnaire instruments validated in previous studies. For statistical analysis, the structural equation model was used. The results indicated that flow of social media usage influences on perceived ease of use social media information for shopping, perceived usefulness of social media information and actual usage of social media for shopping. Also consumers’ perceived ease of use on social media for shopping and perceived usefulness of social media information effect on actual usage of social media for shopping. Lastly, the social identity and social influence played as moderator variables between the links at actual usage of social media for shopping in all passages except group norm. The results empirically contribute to verify through quantitative research methods in relation to the role of flow of social media usage and the moderating effect of consumer’s social variables (i.e. social identity and social influence) on actual usage of social media for shopping.

Entrepreneurship and marketing are two disciplines whose paths have intersected frequently, because the underlying orientation of each relates to markets and customer needs (Hills and LaForge, 1992). The most common argument surrounding this relationship has been that entrepreneurs do not follow the mainstream approach taken by large corporations when performing marketing functions. Consequently, many researchers have attempted to better understand how marketing is performed differently by entrepreneurs. Interestingly, however, extant research has tended to overlook the sui generis relationship between the entrepreneur and his firm, and the impact that such relationship potentially has on both the entrepreneur and his firm/brand.The missing link in entrepreneurial branding, we believe, lies in further understanding the dynamic that exists between the entrepreneur’s roles and his firm’s growth. Our thesis is that the entrepreneur assumes different roles in order to develop and grow his firm/brand and a newly created social structure, and eventually matures into a sense of belonging and commitment to his firm/brand that potentially attracts and retains all the other stakeholders associated with the firm/brand. This may be regarded as an identity construction process which is triggered by the entrepreneur and permeates into his firm/brand. In their cross-disciplinary exploration of entrepreneurship research, Ireland and Webb (2007) identified identity construction as one of the three broad concepts around which multilevel entrepreneurship theory can develop.Qualitative data were collected through a total of 25 in-depth semi-structured interviews with entrepreneurs from the U.K., Guatemala and Colombia. Informed Grounded Theory by Thornberg (2012) was used as a data analysis approach, permitting an empirical understanding of entrepreneurial branding illuminated by extant literature on branding, entrepreneurship and identity. Data analysis revealed that entrepreneurs whose businesses are growing are involved in a variety of actions that compel them to embrace three different roles. The first role, identified as the Entrepreneur Strategist, encompasses the triggering elements through which the entrepreneur creates the foundations and key purposes of his firm. The second role, identified as the Entrepreneur Sense-giver, captures the actions that the entrepreneur undertakes to embed his central beliefs, values and personal assumptions through his daily experiences with his employees in the firm. The third role, identified as the Entrepreneur Developer, captures the various actions that the entrepreneur embraces to permeate his firm’s and brand’s essence to the outside world, including the customers. Our study also supports the notion that the identity of an entrepreneur is a co-creation of an individual identity and a social identity. Our argument implicitly bridges the two traditionally disconnected perspectives of Identity Theory and Social Identity Theory through the entrepreneurship process. More specifically, the three roles that entrepreneurs potentially need to embrace in order to grow their firm/brand in the market are embedded within a dynamic process in which the entrepreneur’s personal identity is co-created alongside his firm’s and brand’s social identity. A successful entrepreneur of each entrepreneurial firm should eventually permeate the entrepreneurial brand essence, a distinct blend of his personal identity and his firm’s and brand’s social identity, into the world.

본 연구는 사회적 약자를 회복하는 기독교사회복지의 정체성에 관하여 규명하였다. 성경에 나타난 복지사상은 하나님의 형상으로 지음 받은 인간은 어느 누구도 억압과 소외를 받지 않아야 한다. 즉 모든 인간은 그 가치에 있어서 평등과 자유, 행복을 추구할 권리가 있음으로 약자나 강자, 가난한 자나 부유한 자 모두가 평등, 대우를 받아야 한다. 그러므로 고난당하는 자와 함께하는 것이 기독교인들의 마땅한 도리이다. 기독교사회복지의 신학적인 봉사의 의미는 예수의 교훈을 따라 가난하며 고난당하는 자들을 위해 봉사하고 섬기는 것을 말한다. 이러한 디아코니아는 오랜 기독교 역사 속에서 복음의 핵심인 구원과 그리스도의 교훈에 따라 선한 구제사업을 하였다. 선교신학적 사회봉사에 관하여 전통적 선교관은 사회봉사를 격하시키며 교회의 본문을 저버리고 전도의 부수적인 결과로 치부해 버리고 있지만, 통전적 선교의 개념으로 재조명하여 보면, 선교는 개인 영혼구원 뿐 아니라 사회봉사적 책임을 다하는 것이 교회의 사명이라고 할 수 있다. 따라서 기독교사회복지 활동에 개선방안에 있어 목회지의 의식수준과 개교회주의 인식전환을 위한 목회자의 올바른 신학적 이해와 개교회주의를 극복해야 할 것이다.

소셜 게임(Social Game)이 주목받고 있다. 소셜 게임의 특징은 첫째, 플레이가 쉽고 단순하며, 둘째, 대중적이며, 셋째, 현실 인맥을 기반으로 한다는 것이다. 이에 소셜 게임은 혼자 하는 비디오게임이나 불특정 다수가 함께하는 MMORPG와는 차별화된 게임성을 나타내고 있으며, 특히 사용자 정체성에 있어서 주목할 만한 특징을 보이고 있다. 이에 본 연구는 소셜 게임의 사용자 정체성 분석을 통해 사용자들이 SNG를 통해 충족시키고자 하는 욕구의 기저를 탐색하는 것을 목적으로 한다. 이를 위해 먼저 게임 사용자의 정체성을 개인적 정체성(Personal Identity)과 사회적 정체성(Social Identity)으로 구분하고, 개인적 정체성과 관련하여 Waskul의 3P이론을 토대로 살펴보았으며, 사회적 정체성과 관련하여 Castells(2004)의 논의를 바탕으로 하였다. 그 결과 소셜 네트워크 게임 사용자들의 개인적 정체성은 허구적 페르소나(Persona)가 약화되고, 개인(Person)의 지위가 강화되고 있음을 확인할 수 있었고, 사회적 정체성과 관련해서는 기존의 게임에서 나타나는 저항적 정체성이 아닌 새로운 기획적 정체성(Project Identity)을 구성하고 있음을 알 수 있었다. 그리고 이러한 사용자 정체성의 변화는 개인의 역사를 창조하려고 하는 주체의 욕망이며 궁극적으로 소통에 대한 갈망임을 알 수 있었고, 이를 통해 게임 공간과 현실 공간의 경계가 점차 사라지고 하나로 융합되는 양상을 예측할 수 있었다.

본 논문은 기독교사회복지의 정체성을 찾기 위한 연구이다. 일반사회복지와 기독교사회복지가 그 차이점을 발견하면서 기독교사회복지의 정체성을 확인하였다. 그리고 이에 따라 기독교사회복지가 실천되고 있는지의 여부를 분석하였다. 이러한 시도는 오늘날 기독교가 사회복지활동에 참여를 많이 하고 있는 상황이기 때문이다. 그리고 일반사회복지가 기독교 신앙과 다른 입장에 놓여있는 부분들이 있기 때문이다. 뿐만 아니라 가치 충돌이 기독교사회복지 현장에서 일어날 수 있기 때문이다. 이러한 이유로 기독교사회복지의 정체성을 확보하고자 시도한 것이다. 본 연구는 기독교사회복지가 무엇인지를 밝혀내기 위해서 포커스그룹 인터뷰 연구 방법을 채택하였다. 연구 결과 사상(이념), 가치, 주체, 대상, 동기, 목표, 영역(범위), 방법, 재원 등 9가지 차원에서 다르다는 것이 밝혀졌다. 사상(이념)’ 차원에서는 하나님의 형상인 인간을 소중히 여기는 하나님 중심의 사상인 ‘신본주의’ 입장을 취하고 있고, ‘가치’ 차원에서 ‘진리가 주는 자유’, ‘하나님의 형상으로서의 평등’, 그리고 ‘하나님 나라의 정의’를 그 가치로 여겨 결국 성경이 제시하는 가치를 추구하고 있다고 밝혀졌다. ‘주체’ 차원에서 교회, 기독교기관, 기독교관련단체, 기독교공동체, 그리고 기독교신자개인이 주체가 되었다. ‘동기’ 차원에서 ‘이웃사랑’이 실천의 동기가 되었고, ‘목표’ 차원에서는 ‘하나님의 나라’가 목표가 된다는 것이 그 차이점으로 나타났다. ‘영역(범위)’ 차원에서 영적 차원도 포함시키는 영역을 갖는 것으로 나타났고, ‘방법’ 차원에서 삶을 변화시키는 ‘총체적 회개’가 중요한 방법으로 등장하고, 사회복지학과 인접학문의 이론과 실천 기술에 대한 기독교세계관에 기초한 적용이란 방법을 채택하고 있는 것으로 나타났다. 그리고 ‘재원’ 차원에서는 일반사회복지의 재원 모두와 특별히 교회 지원금 및 성도의 후원금이 추가되는 것으로 나타났다. 마지막으로 기독교사회복지 실천 실태 분석에서는 일반적으로 기독교사회복지의 정체성에 입각하여 실천하고 있는 것으로 드러났다.

Food is an expression of social identity. The food we eat identifies us as members of a social group, distinguishes us from other groups, and binds us together through a process of self-categorization and social identification. This research extends the theory of collectivism versus individualism as basic dimensions of culture and personality to research on food and identity. We tested 2 hypotheses among 402 university students in Korea and the U.S. 1) Americans assume relatively individualistic orientation while Koreans relatively collectivistic in orientation. 2) Koreans and Americans differ in their orientation toward food, with Americans assuming an individualistic orientation and Koreans assuming a collectivistic approach. The level of collectivism versus individualism was measured by using Hui's INCOL Scale. We initially hypothesized that the Americans would be strongly individualistic and Koreans strongly collectivistic, however our results did not prove this. The two groups showed collectivistic social identity with the Americans being a bit more collectivistic, so little support was found. In order to test the second hypothesis, we devised a new set of questions based on a idea by Hui and Fischer. It was found that this hypothesis was strongly supported. In conclusion, it is difficult to find overall differences in collectivism versus individualism between the two groups. But in the area of attitude toward food, we found clear differences. For Koreans, food is an expression of collectivistic identity, whereas Americans assume a more individualistic approach.

Current study focused on investigating the effects of the self-dissociation as a thought in which consumers dis-identify or dissociate with the threatened in-group and the escapism as a tendency of consumers’ distracting themselves and avoiding their thoughts about the in-group under severe but adoptable criticism by turning their attention elsewhere on across-domain compensatory consumption intention. And It explored not only the positive roles of undesirability thought against the in-group in consumers’ forming the self-dissociation and the escapism, but also the effects of negative emotion to the in-group felt at the place of being exposed to the criticism against the in-group on the escapism. Research design, data, and methodology: The experiment was performed with the in-group-threatening single factor within-subject design. Questionnaire data were collected from 196 undergraduate students, and the data were used to testing research hypotheses by structural equation model of Amos 21.0. Results: First, both the self-dissociation of consumers’ dis-identifying with the in-group criticized severely by others and the escapism of their deliberately directing their thoughts and distracting their attention away from thinking the in-group positively influenced on the across-domain compensatory consumption intention. Second, the negative emotion positively influenced on the escapism. Third, the undesirability thought to the in-group under the severe criticism positively effected on the self-dissociation as well as the escapism. Putting in the nutshell, the findings of this study are consistent with the idea that consumers can overcome the negative selfdiscrepancy on one dimension of their social identity by distracting themselves and avoiding thinking about the threatened in-group to find meaning on another dimension which might lead them to the place of doing the across-domain compensatory consumption. Conclusions - Focusing on the results of this study, checking which aspects of consumers’ social identity are linked to products or brands is at issue to marketers when the consumers are faced with the criticism against the in-group. The marketers should build the messages about their products or brand not related to the checked aspects, and communicate the messages, to lead the consumers to the place of doing the across-domain compensatory consumption by their products or brands.

본 연구는 (사)반딧불 나눔복지재단의 브랜드 아이덴티티 디자인 개발에 대한 연구로 2018년 05월 ~ 2018년 09월까지 진행된 브랜드 아이덴티티 디자인 개발 사례를 대상으로 한다. 브랜드란 제품을 판매하는 기업이나 개인이 소비자에게 특정 이미지를 주고, 경쟁자가 제공하는 서비스, 재화와 차별화하기 위해 만든 심벌, 이름, 디자인 등의 항목이나 또는 이들의 조합을 말한다. 오늘날 소비자 인식을 방해할 정도의 많은 브랜드 속에서 소비자들에게 긍정적이고 지속가능한 상징적인 의미로 기억에 남기 위해서는 경쟁사와 구별되는 브랜드 이미지가 요구된다. 이렇듯 소비자가 해당 브랜드를 떠올릴 때 가장 먼저 그릴 수 있는 시각적인 이미지가 브랜드 디자인이며, 기업은 타경쟁사와 차별적이면서도 기업의 철학을 담은 브랜드를 구축해야 한다. 이에 본 연구는 사회적기업인 나눔복지재단의 특징과 유사사례들을 철저히 분석하고, 선행연구를 통해 장기적인 관점에서 반딧불 나눔복지재단이 타 나눔복지재단과 차별화된 브랜드 아이덴티티를 개발할 수 있도록 목표를 설정했다. 특히 반딧불 나눔복지재단을 상징하는 모티브를 가지고 디자인 이미지를 표현하고 구성하였다. 이를 통해 새롭게 제작된 브랜드 아이덴티티의 차별성이 선호도 등 긍정적인 결과로 도출되었다. 본 연구를 통해 반딧불 나눔복지재단의 브랜드 아이덴티티 구축을 시작으로 이러한 사회적 기업이 운영목표를 성취하고 공동체 활성화에 기여할 수 있기를 바란다.