A Study on the Brand Personality of Caribbean Cruise

• 발행기관: 한국무역연구원
• 저자명: Sung-Kuk Kim Tong Kug Kim
• 간행물 정보: 『무역연구』제16권 제4호, 169~183쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.08.31

영문 초록

Purpose This study identifies the brand personality of Cruise Line, the world’s leading cruise brand in the Caribbean sea cruise market, through corpus-based big data analysis. Design/Methodology/Approach Cruise customer reviews are valid data available to analyze the brand personality of Cruise Line. This study collected 86,615 customer reviews data posted on tripadviser.com responses from cruise line companies in the Caribbean Sea cruise market. Keyword analysis was employed to analyze the data. We attempted to analyze the corpus of the customer reviews on experience in boarding a cruise on Caribbean Sea). In other words, I secured the aforementioned customer reviews to generate 20 keywords using WordSmith 7.0, a language analysis tool, and compared them to the top 30 keywords of cruise brochures. As a result, the cruise customer reviews were confirmed to be valid data available for the analysis of the brand personality of the cruise service. The brand personality scale factors of Aaker (1997), a tool for measuring brand personality, were expanded using WordNet. Findings The variable explanation power of the brand personality scale suggested by Aaker (1997) proved that the five factors (Excitement, Sincerity, Ruggedness, Sophistication and Competence) had a total of 89.80% of validity. On the other hand, the frequency of cruise personality expansion factors applied to the aforementioned customer reviews consists of Excitement 47.75%, Sincerity 29.64%, Ruggedness 10.31%, Sophistication 8.42% and Competence 3.86%. Research Implications As a result of this study, the application of Corpus analysis collecting big data and of the expansion of Aaker (1997) scale using WordNet was examined to be imperative in determining the brand personality of cruise. However, despite the fact that the analysis target is the world class cruise service companies, there is a strong need for more related companies’ brand personality to be measured in order to further advance the validity of this study.

목차

Ⅰ. Introduction

Ⅱ. Brand Personality

Ⅲ. Research Methodology

Ⅳ. Cruise Brand Personality

Ⅴ. Conclusion

References

키워드

Brand Personality Corpus Analysis Cruise Keyword WordNet