earticle

영어

This study aims to identify the impact of Airline brand personality on brand self-identification on brand attitude, and also to determine whether Airline brand personality affects brand attitudes by means of self-identification. For the purposes of these studies, a total of 299 effective samples were obtained and analyzed for job seekers wishing to work for airlines and the data analysis method was used in SPSS 23.0 after data coding. The study found that first, among the factors behind the airline brand personality, the ability and strength have been shown to affect personal identification, and sophistication, ability and strength affect social identification. Second, personal and social identifications have been shown to affect brand attitudes. Third, Self-identification is in the role of partial mediation on the relationship between sophistication, ability, strength among the factors of brand personality and brand attitude, both personal identification and social identification.