본문 바로가기
HOME> 논문 > 논문 검색상세

학위논문 상세정보

항공사의 브랜드개성-자아이미지 일치성이 충성도와 행동의도에 미치는 영향 원문보기
A study of the influence on Loyalty and Behavioral Intention on the Congruity between Airline Brand Personality and Self-Image

  • 저자

    박주아

  • 학위수여기관

    경성대학교 일반대학원

  • 학위구분

    국내석사

  • 학과

    호텔관광경영학과

  • 지도교수

    이미순

  • 발행년도

    2014

  • 총페이지

  • 키워드

    브랜드개성 자아이미지 일치성 충성도 행동의도;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13535304&outLink=K  

  • 초록

    The purpose of this study is to analyze factors on Brand Personality of airline, to grasp the relationships between Brand Personality of airline and Self-Image Congruity and to verify the influence on Loyalty and Behavioral Intention by the relationships between Brand Personality of Airline and Self-Image Congruity. For the study, the case of Korean Air of Full Service Carrier and the case of Air Busan of Low Fare Carrier were applied and the results are as follows: First, Factors on Brand Personality of Korean Air showed that four dimensions such as 'Sophistication', 'Sincerity', 'Progressive', 'Confidence' and factors on Brand Personality of Air Busan showed that three dimensions such as 'Sincerity', 'Progressive', 'Confidence'. In addition, factors on Actual Self-Image showed that four dimensions such as 'Sincerity', 'Progressive', 'Confidence', 'Famliarity' and factors on the Ideal Self-Image showed that four dimensions such as Sincerity, Progressive, Confidence, Famliarity. Second, as factor analysis, Self-Image Congruity was measured by Absolute Difference Model(Sigry, 1982) to take the advantage which showed higher β-coefficient of Congruity between Brand Personality and Self-Image than other models because Brand Personality and Self-Image showed different factors. Besides, Congruity between Brand Personality and Actual Self-Image, Congruity between Brand Personality and Ideal Self-Image was measured by two factors such as 'Sincerity' and 'Progressive' showed as same factors by factor analysis of this study. As the results, in the case of Korean Air, 'Progressive' factor showed relatively higher to both, and in the case of Air Busan, 'Sincerity' factor showed relatively higher to both. Third, the analysis results for the influence on Loyalty on Congruity between Brand Personality of Airlines and Self-Image is as follow. Congruity between Brand Personality of Korean Air and Actural Self-Image had no influence on Loyalty, Loyalty for Air Busan was increased as 'Confidence' factor was getting more consensus on Congruity between Brand Personality of Air Busan and Actual Self-Image. And Loyalty for Korean Air was increased as 'Confidence' factor is getting more consensus on Congruity between Brand Personality of Korean Air and Ideal Self-Image, also Loyalty for Air Busan was affected by 'Confidence' factor on Congruity between Brand Personality of Korean Air and Ideal Self-Image. In summery, Loyalty of customer was different according to cognition of Brand Personality, Loyalty was affected by Ideal Self-Image in the case of customer of Korean Air, Loyalty was affected by both Actual Self-Image and Ideal Self-Image in the case of customer of Air Busan. Forth, Behavioral Intention on Congruity between Brand Personality of Airlines and Self-Image is as follow. Congruity between Brand Personality of Korean Air and Actual Self-Image had no influence on Behavioral Intention, also Congruity between Brand Personality of Air Busan and Actual Self-Image had no influence on Behavioral Intention. And Behavioral Intention was increased as 'sincerity' factor was getting more consensus with'Confidence'factor, Congruity between Brand Personality of Air Busan and Ideal Self-Image had no influence on Behavioral Intention. In summery, customer of Korean Air and Air Busan didn't recognize well Actual Self-Image, customer of Korean Air had more positive influence than customer of Air Busan as there was getting higher Recognition of Brand Personality and Ideal Self-Image Congruity. By the basis of this results, there is to suggest strategic implications of Airline's marketing and efficient management method on Airline's customer through improving Brand Personality of Airline.


 활용도 분석

  • 상세보기

    amChart 영역
  • 원문보기

    amChart 영역