패밀리레스토랑의 브랜드개성과 고객감정의 관계

• 영문명: Relationships Between Brand Personality and Customer Emotion in Casual Dining Restaurants
• 발행기관: 한국외식경영학회
• 저자명: 최해수(Choi Hae Soo)
• 간행물 정보: 『외식경영연구』12권 4호, 343~365쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.10.30

영문 초록

The study is to identify the relationships between brand personality and customers' emotion in the context of casual dining restaurants. In order to achieve the research purpose, the data was collected from 306 customers and analyzed using SPSS. The exploratory factor analyses identified six underlying dimensions of brand personality; competence, sincerity, uniqueness, excitement, sophisticated, and ruggedness. Canonical correlation analyses examined the relationships between those six brand personality factors and two customers' emotion factors (positive and negative), and two meaningful canonical variates were generated. The higher correlations were found between sincerity, competence, excitement, uniqueness, sophisticated from brand personality and positive customers' emotion. At the end of this paper, summary, managerial implications, and limitations were discussed.

목차

Abstract

Ⅰ. 서론

Ⅱ. 문헌고찰

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 요약 및 결론

참고문헌

키워드

Brand Personality Customer Emotion Casual Dining Restaurants