원문정보
The Effects of Brand Personality on Brand Identification, Brand Affect and Brand Loyalty in Airline Services : Focusing on A Airline Services
초록
영어
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
1. 항공사 브랜드 개성
2. 브랜드 동일시
3. 브랜드 감정
4. 브랜드 충성도
Ⅲ. 연구설계
1. 연구모형 및 가설
2. 설문지 구성
3. 자료수집 및 분석
Ⅳ. 분석결과
1. 조사대상의 특성
2. 탐색적 요인분석과 신뢰도 검증
3. 상관관계분석
4. 가설검증
Ⅴ. 결론
참고문헌