브랜드 친숙도와 경험유무가 브랜드 평가에 미치는 영향력

In the previous research studies, experiences are divided into positive experience and negative experience and affect brand evaluation positively or negatively. But they overlooked the possibility of the impacts of previous familiarity. When brand familiarity is high or low, experience influences brand evaluation differently. It is the main purpose of this paper to investigate the impacts of brand familiarity and experience on brand evaluation jointly or interactively. We propose the hypothesis that under high involvement product and low involvement product, the results will be different. In order to test hypothesis, we chose soju for low involvement product and air-conditioner for high involvement product. Familiarity is divided into low and high and experience is divided into three groups, no-experience, positive experience, and negative experience. Considering involvement, we analyze 2×2×3=12 results. Using graph, we identify the patterns and test these statistically too. In particular, we test the direct and interaction effects of familiarity and experience. The results show that positive experience dominate no-experience and negative experience in brand evaluation. But comparison of experience ends up with no interaction effects but only direct effects. Comparison between no-experence and negative experience shows that while controlling involvement, interactions between experience and familiarity exist and the direct effect of familiarity exists. This indicates the possibility of positive exposure effect for no-experience and low involvement product. But for high involvement product and negative experience, it tends to lower the brand evaluation. These results imply that experience and familiarity influences brand evaluation interactively.