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The Congruity between Brand Personality and Customer-perceived Self-Image in a Family Restaurant  

Jung, Hyo-Sun (Department of Culinary Service Management, Kyung Hee University)
Yoon, Hye-Hyun (Department of Culinary Service Management, Kyung Hee University)
Publication Information
Korean journal of food and cookery science / v.26, no.6, 2010 , pp. 717-726 More about this Journal
Abstract
The purpose of this study was to measure customers' perception of brand personality and self-image of family restaurants and compare the congruity between brand personality and customer-perceived self-image according to customers' general characteristics. Self-administered questionnaires were completed by 377 customers, and data were analyzed by frequency, chi-square, paired samples t-test, factor, reliability, cluster, and discriminant analyses. Results of the study were as follows: factor analysis of brand personality and customer-perceived self-image as 5 factors, i.e., sincerity (10 variables), excitement (8 variables), competence (7 variables), sophistication (6 variables), and ruggedness(5 variables). As a result, the averages of brand personality and self-image of family restaurants were $2.93{\pm}0.39$ and $3.24{\pm}0.52$, respectively. Cluster analysis divided subjects into two groups according to congruity between brand personality and customer-perceived self-image of family restaurants: congruity group and incongruity group. The two groups were differed from one another in general characteristics. Limitations and future research directions are also discussed.
Keywords
brand personality; self-image; congruity; family restaurant; customer;
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