헤어살롱 자아이미지의 일치성이 브랜드태도에 미치는 영향

• 영문명: The Impact of Hair Salon Self-Image Consistency on Brand Attitude
• 발행기관: 한국인체미용예술학회
• 저자명: 정건아(Geon-A Jeong) 박은준(Eun-Jun Park)
• 간행물 정보: 『한국인체미용예술학회지』제25권 제1호, 221~234쪽, 전체 14쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.03.20

영문 초록

This study attempted to investigate the influence of self-image congruity on brand attitude in beauty salons. In this study, a questionnaire survey was conducted among customers of hair salons in the regions of Jeju, Seoul, and Gyeonggi-do. Among a total of 700 questionnaires distributed, 630 copies were collected. Excluding 10 poorly answered ones, 620 copies were used for final analysis. The collected data were analyzed, using SPSS 22.0., and the results found the followings: First, in terms of the influence of self-image congruity, ‘Social self-image’ was the largest, followed by ‘Ideal self-image’ and ‘Actual self-image’ with statistical significance. In terms of brand attitude, ‘Affective attitude’ was the highest, followed by ‘Intimate attitude’ with statistical significance. Second, in the influence of self-image congruity on brand attitude, as ‘Ideal self-image’, ‘Social self-image’ and ‘Actual self-image’ improved, both ‘Affective attitude’ and ‘Intimate attitude’ were higher. This study is meaningful in that it suggested a brand direction for beauty salons. Consumers’ self-image congruity is a critical element in an individual brand strategy. They tend to choose a favorable, positive and familiar brand as a means of expressing their emotions and desire. Therefore, it is required to develop marketing communication strategies which can induce more active brand attitude based on such consumer needs.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

헤어살롱 자아이미지일치성 브랜드태도 Hair Salon Self-Image Consistency Brand Attitude