원문정보
The effects of Airlines' Negative Publicity on Brand Attitude and Brand Hate
초록
영어
The purpose of this study was to classify the causes of negative publicity by airlines and examine how they affect brand attitude and brand hate. In particular, the cause of the negative publicity of the airline was divided into the airline's owner and the cabin crew, and based on the actual case, the news scenario was manipulated to conduct this study. As a result of the empirical analysis, it was found that the more the cause of the airline's negative publicity was perceived as owner, the negative effect on brand attitude and the positive effect on brand hate. In addition, it was found that the cause of the negative publicity of airlines was perceived as an cabin crew, which influenced brand attitude, but did not have a statistically significant effect on brand hate. In conclusion, as a result of examining the relationship between the negative publicity of airlines and brand attitudes, brand hate by categorizing the causes of negative publicity, the empirical research shows that negative publicity by airline’s owner has a serious impact on brand attitude and brand hate. In addition, the research concept of brand hate is applied to the aviation industry to show academic implications.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 항공사의 부정적 언론보도(Negative Publicity)
2. 브랜드 태도
3. 브랜드 증오(brand hate)
Ⅲ. 연구설계
1. 시나리오 및 설문항목 개발
2. 표본 및 자료수집
3. 조작적 정의 및 측정변수의 구성
Ⅳ. 실증결과분석
1. 표본의 특성
2. 측정변수의 신뢰성 검증 및 요인분석
3. 연구가설 검증
Ⅴ. 결론
참고문헌