도시브랜드에서 브랜드 개성 및 자아 일치성이 도시태도에 미치는 영향

• 영문명: The Effects of Brand Personality and Self Congruence on Attitude toward City in City Brand
• 발행기관: 관광경영학회
• 저자명: 박소영
• 간행물 정보: 『관광경영연구』제21권 제4호, 27~45쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

This study attempted to provide insight into city brand management by evaluating the role of city brand personality and brand-self congruence. This research was designed to investigate the effects of perceived city brand personality and self congruence on attitude toward city and especially the moderating role of city brand-self congruence on the relationship between city brand personality and attitude toward city. This study examined hypotheses through fictitious city brand experiment. This paper made two scenarios of virtual city with one city brand personality dimension named leading and stability characteristics. The results showed that city brand personality influenced attitude toward city positively. Consumers evaluated a city more favorably when perceived city brand personality was high than when it was low. Self congruence also affected attitude toward city significantly. Consumer had more positive attitude toward city when a degree of self congruence was high than when it was low. However self congruence didn't play significant moderating role in the relationship between city brand personality and attitude toward city. Theoretical and managerial implications of the findings were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설의 설정

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

City Brand Brand Personality Self Congruence Attitude toward City