The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
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A Study of imagination of Brand Personality on Marine Tourism Destination

해양관광지 브랜드 개성의 이미지화 효과에 관한 연구

  • 한경 (부경대학교 대학원경영학과) ;
  • 양위주 (부경대학교 관광경영학과)
  • Published : 2009.12.31
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Abstract

The purpose of this study is to investigate the effect of Brand Personality to Marine Tourism Destination Images and Intention to Recommend. For this purpose, factor analysis was applied to 42 of J.Aaker's Brand Personality Scale and 5 personality dimensions were extracted. This analysis was also applied for cognitive and affective images and two of cognitive images and three of affective images were extracted. Multiple regression was done to estimate the relative effects of Brand Personality to both cognitive and affective images and intention to recommend. The results indicated brand personality influenced on both cognitive and affective images and intention to recommend directly and also found affective images was influenced by cognitive images. The results also suggested useful insight for future study. The Brand Personality Scale which developed for the product by Aaker might not be suitable for measuring the marine tourism destination brand personality and necessary to develop the new scale suitable for marine tourism destination personality, and be needed to study together with other moderating variance such as satisfaction and congruency with image to verifying the exact effect between different variables.

Keywords

References

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