연구논문(硏究論文): 브랜드 개성과 자아이미지 일치성이 소비자 만족 및 소비자-브랜드 관계에 미치는 영향에 관한 연구 -커피전문점을 중심으로-

• 발행기관: 한국외식경영학회
• 저자명: 서지연( Ji Yeon Suh ) 나정기( Jeong Ki Na ) 이형주( Hyung Joo Lee )
• 간행물 정보: 『외식경영연구』14권 4호, 145~167쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.10.30

영문 초록

The purposes of this study were to understand the influence of brand personality-self image congruity in coffee shops on customer satisfaction and customer-brand relations, with a view to propose an efficient management strategy for a coffee shop. Based on total of 395 samples obtained from empirical research from 16 July to 10 August, 2010, self-administered questionnaires were completed by patrons in metropolitan area and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, regression analysis. From the factor analysis of brand personality, self-image, 5 factors, i e. warmth, sophistication, professional, pleasure, adventurous were extracted. The outcomes of this study were as follows: First, pleasure congruity has a significant impact on customer satisfaction. Second, warmth congruity and pleasure congruity impact on brand immersion. Third customer satisfaction impacts on consumer-brand relations. Limitations and future research directions are also discussed.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

Brand personality Self-Image congruity Customer`s satisfaction Self-Image Consumer-Brand relations, Coffee shop business