브랜드 동일시의 매개효과를 중심으로 한 커피전문점 브랜드 개성이 만족과 충성도에 미치는 영향

• 영문명: The Influence of Brand Personality on Satisfaction and Loyalty in Coffeeshop Industry: A Focus on the Mediating Effect of Brand Congruency
• 발행기관: 한국관광학회
• 저자명: 金相希 金旻禾 朴哉玟
• 간행물 정보: 『관광학연구』제35권 제3호, 57~83쪽, 전체 27쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.04.30

영문 초록

Coffee industry has been growing continuously and the coffeeshop brand(such as Starbucks etc.) became a trend for the young generation to express their social class and personal characteristics. At first, this study was to identify whether coffeeshop brand personality factors influence brand congruency, satisfaction and loyalty. Second, it also tried to verify the mediating role brand congruency which might work in between brand personality and brand attitude. Data were collected using a web survey method from 300 coffeeshop users on July 2010. Results of regression analyses showed that 'honest·rationality' and 'high-class·sophisticated' factor of coffeeshop brand personality influenced brand congruency, satisfaction and loyalty positively. Results of hierarchical mediation regression analyses verified the mediation role of brand congruence, which suggested that some brand personality factors improved satisfaction and loyalty through brand congruency. Limitations and future research directions were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

브랜드 동일시 커피전문점 브랜드 개성 매개효과 Brand congruency Coffeeshop Brand personality Mediating effect