초록 열기/닫기 버튼
This article is to develop a measurement scale of brand personality for the convention destination. The brand personality scale for the convention destination is based on the five underlying dimensions of brand personality: affluent (functional, concentrative, competence, professional, variety), sincere (sincere, orderly, rational, serious, kind), unique (modern, urban, luxurious), sophisticated (artistic, beautiful, sophisticated, high-class), and attractive (eventful, interesting, symbolic, charming). Brand personality for the convention destination can be evaluated with 7-point scale with respect to each brand personality of any convention destinations. The study reveals different result from Aaker’s brand personality scale which is developed for the general manufactured brands.
키워드열기/닫기 버튼
Convention destination, Destination brand, Brand personality, Convention brand personality scale