항공사 브랜드 개성이 브랜드 자아동일시 및 브랜드 태도에 미치는 영향 연구

• 영문명: The Effects of Brand Personality on Self-identification and Brand Attitude in Airlines: Focusing on the Mediation Effect of Self-identification.
• 발행기관: 관광경영학회
• 저자명: 권지영
• 간행물 정보: 『관광경영연구』제24권 제1호, 47~73쪽, 전체 27쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.01.31

영문 초록

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.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Airline Brand Personality Brand Self-Identification Brand Attitude Personal Identification Social Identification