항공사의 부정적 언론보도가 브랜드 태도 및 브랜드 증오에 미치는 영향

• 영문명: The effects of Airlines' Negative Publicity on Brand Attitude and Brand Hate
• 발행기관: 관광경영학회
• 저자명: 정은유
• 간행물 정보: 『관광경영연구』제24권 제4호, 629~647쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.07.31

영문 초록

The purpose of this study was to classify the causes of negative publicity by airlines and examine how they affect brand attitude and brand hate. In particular, the cause of the negative publicity of the airline was divided into the airline's owner and the cabin crew, and based on the actual case, the news scenario was manipulated to conduct this study. As a result of the empirical analysis, it was found that the more the cause of the airline's negative publicity was perceived as owner, the negative effect on brand attitude and the positive effect on brand hate. In addition, it was found that the cause of the negative publicity of airlines was perceived as an cabin crew, which influenced brand attitude, but did not have a statistically significant effect on brand hate. In conclusion, as a result of examining the relationship between the negative publicity of airlines and brand attitudes, brand hate by categorizing the causes of negative publicity, the empirical research shows that negative publicity by airline’s owner has a serious impact on brand attitude and brand hate. In addition, the research concept of brand hate is applied to the aviation industry to show academic implications.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증결과분석

Ⅴ. 결 론

참고문헌

키워드

Aviation Industry Negative Publicity Brand Attitude Brand Hate