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A Study on the Brand Space Characteristics from the Aspect of Social Psychology - Focused on the Advance Research through Analyzing the Theoretical Methodology of Realism and Relationship -

사회심리학 기반의 브랜드공간 특성 연구 - 실재론적·관계론적 분석을 통한 선행연구를 중심으로 -

  • Received : 2013.10.31
  • Accepted : 2013.12.13
  • Published : 2013.12.31

Abstract

This study aims to provide direction for the brand goals approaching and analyzing previous studies in social psycholog y perspective, focusing on man and society relationship. 526 preceding 'brand space' associated papers from 1992 to 2012 were collected and analyzed them by year, by space and by theme utilizing the realism methodology, the theor etical relationship methodology. The numbers of the study for 'brand space' had increased gradually from 2003 to 2010 then climbed vertically and the most common study was about place, that shows there is a relationship between variou s social phenomena and human psychology. For the thematic analysis, 'Social psychological components of the brand' based on social psychology was used for analyzing the cognitive aspects, the relational aspects, and the attitudinal aspects. The most common study was the study of the cognitive aspects, and relational aspects, and lastly the attitud inal aspects in order. The strategy was the most common research for the brand associated study. The ultimate point of the strategy is to get 'attitude'. From social psychology perspective, there is a cycle in the minds of consumers, 'Identification', 'Internalization', 'Conformity' and 'Compliance'. Structure of these relationships can provide a clue that consumers' attitude lead the consumers' action.

Keywords

Social Psychology;Brand Space;Brand Characteristic