원문정보
A Study on a Brand Personality Effect on a Corporate Image
초록
영어
This study examines the effect of brand personality on consumer's attitude. Previous research has suggested that the greater the congruity between consumer personalities and brand personalities, the greater the preference for the brand. However, empirical explorations of this hypothesis revealed that the congruity between consumer personalities and brand personalities is limitedly related, if ever, to the preference for the brand. It is partly because of the views of the previous researchers who considered human personality as a uni-dimensional concept, and partly because of the lack of consensus regarding what brand personality really is. This study examines the relative effect of brand personality on company image. In this study, brand personality is represented by the 'Big Five' factors - Sincerity, Excitement, Competence, Sophistication and Ruggedness - which were suggested by Jennifer Aaker.
목차
1. 서론
1.1 연구의 배경
2. 이론적 배경
2.1 브랜드개성의 개념적 정의 및 영향 요인
2.2 브랜드개성의 측정과 기업이미지
3. 연구모형 및 가설
3.1 연구모형
3.2 가설의 설정
3.3 조사대상과 표본의 설정
4. 변수의 조작적 정의
4.1 브랜드이미지 개성
4.2 기업브랜드 이미지
5. 분석결과
5.1 빈도분석
5.2 요인분석
5.3 신뢰도 분석
5.4 상관분석
5.5 구조방정식
6. 결론
6.1 연구의 요약 및 시사점
6.2 향후방향
7. 참고문헌