외식기업의 브랜드 개성과 자아이미지의 일치성이 소비자 태도에 미치는 영향

• 영문명: The Effect of Congruity between Brand Personality and Self-image on the Customer's Attitude in the Foodservice Industry
• 발행기관: 한국외식경영학회
• 저자명: 원혜영(Won Hye Young)
• 간행물 정보: 『외식경영연구』11권 1호, 7~31쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.03.31

영문 초록

As the quality of foodservice standardizes, customers are increasingly attracted by a certain brand with intangible value and want to have relationships with specific brands reflecting their personality. The purposes of this study were to identify the dimensions of self-image congruity(congruity of brand personality and self-image) and to analyze the effect of each dimension and the customer-brand relationship on the customer's attitude in the foodservice industry. For this study, research data was collected from ten restaurants' customers. Each variable is measured by Likert's 5-point scale. Among a total of 475 collected questionnaires, incomplete 29 samples were eliminated and consequently final 445 were provided. The SPSS/win 12.0 was used for statistical analysis: frequency analysis, descriptive analysis, T-test, ANOVA, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and path analysis.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계 및 연구방법

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

참고문헌

키워드

Self-image congruity Brand personality Self-image Customer's attitude Foodservice industry