항공사 브랜드 개성이 브랜드 동일시, 브랜드 감정, 브랜드 충성도에 미치는 영향

• 영문명: The Effects of Brand Personality on Brand Identification, Brand Affect and Brand Loyalty in Airline Services: Focusing on A Airline Services
• 발행기관: 관광경영학회
• 저자명: 권명옥 이미혜
• 간행물 정보: 『관광경영연구』제19권 제2호, 1~30쪽, 전체 30쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

The purpose of the study was to examine the impacts of brand personality which is a brand strategy to enhance brand loyalty on brand identification, brand affect, and brand loyalty. For an empirical analysis, 247 valid questionnaires were analyzed and the statistical methods utilized for Spsswin 18.0 program. According to the results of the regression analysis, H1: Airline's brand personality would have positive impact on brand identification, H2: Airline's brand personality would have positive impact on brand affect, and H3: Airline passengers' brand identification would have positive impact on brand affect were partially supported. And H4: Airline passengers' brand identification would have positive impact on brand loyalty and H5: Airline passengers' brand affect would have positive impact on brand loyalty were supported. Based on the results of these empirical analyses, it is important for airlines to create and manage brand image or brand personality in order to enhance passengers' brand loyalty.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Airline Services Brand Personality Brand Identification Brand Affect Brand Royalty