초록 열기/닫기 버튼
Purpose - The purpose of this study was to examine the effects of the convention destination's brand personality on self-congruity and brand attitude and also identify different effects on brand attitude between the individualist group and collectivist group. Design, data, and methodology - Convention destination brand personality was divided into four main components and self congruity was divided into two aspects. Based on previous studies, this study hypothesized relationships among convention destination brand personality, self congruity and brand attitude, and differences of cultural differences. Result - The mediating effect of ideal self-congruity has been verified, but the actual self-congruity has not. Regarding the cultural differences, no statistical differences have been found through the analysis, however there has been a more significant impact on the relationship between self-congruity and brand attitude in the collectivist group. Conclusion - The results offer some insights into the importance of viral marketing for promoting convention destination. Theoretically, this study provides Seoul’s brand personalities as convention destination and differences of actual and ideal self congruity as mediator variable between convention destination brand personality and brand attitude.
키워드열기/닫기 버튼
convention destination brand personality, self congruity, brand attitude, cultural difference research
