An Experimental Study of Brand Personality Importance Using Conjoint Analysis

• 발행기관: 한국자료분석학회
• 저자명: 윤태환(Tae-Hwan Yoon) 이동철(Dong-Cheol Lee)
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.7 No.2, 387~397쪽, 전체 11쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2005.04.30

영문 초록

The idea that brands have personalities has great appeal for marketers as it is potentially powerful basis for gaining competitive advantage. Despite its importance, however, there is a lack of empirical evidence on the premise that brand personality influences consumers choice. This paper aims to empirically examine the influence of brand personality on consumers choice and also investigate the relative importance of brand personality(compared to non-personality related attributes of a brand) on consumers choice under different situations. We report an experiment in which consumers have to rate designed sets of restaurants to go out for dining. The restaurants are described as a combination of personality and non-personality related attributes using a conjoint analysis methodology.The results confirm the impact of brand personality on consumers choice intentions and furthermore show that situational variables influence the relative importance of brand personality(versus non-personality related attributes of a brand) on consumers choice.

목차

1. Introduction

2. Conjoint analysis technique

3. Brand Personality and Non-personality related attributes

4. Methodology

5. Analysis

6. Discussion and Conclusion

References

키워드

brand personality conjoint analysis hospitality industry