• 패션비즈니스
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• 제15권4호
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• pp.16-27
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• 2011

Consumers fill up not only their needs but also their own identity through apparel product and company. From this point of view, Brand personality is essential to convey customer's personality through advertizing influencing on buying behavior. This study investigates how personality factors of brand and advertising model and personality congruence influenced upon brand equity in casual apparel brands. The research methodology was questionnaire distributed to individuals who used to buy casual apparel brand. A total of 58 returned questionnaires were analyzed by internal validity, factor analysis and regression analysis with SPSS 12.0. The results of this study are as follows: in casual apparel brands, personality factors of brand and advertising model influence on personality congruence. Personality congruence influences on brand recognition and brand loyalty among brand equity.

• 한국조리학회지
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• 제23권6호
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• pp.89-98
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• 2017

This research focused on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research was to identify how customer's brand personality congruence affect brand extension and to then address what the most appropriate brand extension types for hotel brands are. This study offered a better approach to assess the broader impact of extension strategy for the marketer managers. The methodology for achieving these objectives were described in the following sections: developing measurements based on extensive reviews of literature and analyzing data utilized a exploratory factor analysis and a series of simple linear regression analyses. The result of this study showed customer's brand personality congruence had a great impact on the customer's positive attitude toward core brand. However, customer's attitude toward core brand had no impact on the updated attitude. The findings provided some theoretical and managerial implications for hotel operators.

• 유통과학연구
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• 제18권10호
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• pp.5-14
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• 2020

Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.

• 동아시아식생활학회지
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• 제22권1호
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• pp.120-132
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• 2012

The purpose of this study was to investigate thet 5 dimensions of brand personality that could affect brand attachment, and actual and ideal self-congruence in the family restaurant. Also, this study investigated the effects of actual and ideal self-congruence on brand attachment. Questionnaires were given to a sample of customers who visited one of the 4 famous national brands of family restaurants in Daegu. A total of 332 questionnaires were analyzed with SPSS/$PC^+$and LISREL. There were four major empirical research findings. First, sincerity, competence, sophistication and ruggedness affected brand attachment. And second, sincerity, competence and sophistication affected actual self-congruence. Third, sincerity and sophistication affected ideal self-congruence. And fourth, actual self-congruence affected brand attachment. However, the excitement dimension of brand personality did not affect brand attachment,; dimensions of excitement and ruggedness did not affect actual self-congruence,; dimensions of excitement, competence and ruggedness did not affect ideal self-congruence. Also, ideal self-congruence did not affect brand attachment. Based on these findings, marketers of family restaurants were recommended to strengthen the dimensions of sincerity, competence, and sophistication, and to weaken the ruggedness dimension.

• 한국조리학회지
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• 제18권1호
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• pp.120-140
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• 2012

본 연구에서는 패밀리레스토랑의 브랜드개성과 고객의 자아이미지를 규명하고 브랜드개성과 자아이미지의 일치성이 브랜드동일시와 브랜드 충성도에 미치는 영향을 규명하였다. 연구 결과, 패밀리레스토랑의 브랜드개성과 고객의 자아이미지가 일치할수록, 브랜드동일시도 증가하는 것으로 나타났으며, 패밀리레스토랑의 브랜드동일시는 브랜드충성도에 긍정적인 영향을 미치는 것으로 조사되었다. 이는, 고객이 자신이 추구하는 자아상과 잘 부합되는 브랜드에 호의적이며, 이들 브랜드에 대해 지속적인 구매행동을 보이는데, 이는 동일시하는 브랜드와의 지속적인 관계 유지를 통해서 사회 속에 자신을 표현하고 자아를 유지하거나 강화시키고자 하기 때문인 것으로 판단된다.

• Asia Marketing Journal
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• 제20권3호
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• pp.17-38
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• 2018

Branded service encounters, in which various aspects of frontline employees are strategically aligned with the firm's brand positioning, can be achieved along several dimensions such as employee appearance, manner, and personality. While previous research has mainly focused on behavioral traits of employees, this research examines the employee's physical appearance in association with the brand personality trait across two studies. Study 1 shows that salesperson look-brand personality congruence enhances brand affect by inducing positive affect. Specifically, a brand-congruent look of a salesperson increases positive affect among customers by confirming their prior expectations about what a salesperson of a certain brand should look like as a brand representative. Study 2 reveals that the positive impact of salesperson look-brand personality congruence on brand affect is significant only for customers with high social anxiety whereas this effect disappears for those with low social anxiety. These findings extend previous research on branded service encounters by showing why and when frontline employees' physical appearance shapes customers' affective responses toward the brand.

• 한국식품조리과학회지
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• 제27권1호
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• pp.33-42
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• 2011

The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers' brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (${\beta}$=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers' brand identification (${\beta}$=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability ${\times}$ brand identification; ${\beta}$=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers' brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed.

• 한국콘텐츠학회논문지
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• 제15권7호
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• pp.389-402
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• 2015

유사한 속성을 가진 SNS들이 경쟁하는 상황에서 개별 SNS의 기능적인 특성뿐만 아니라 정서적인 속성인 브랜드 측면에서의 서비스 차별화가 필요하다. 본 연구는 이용자들이 세가지 SNS브랜드(페이스북, 카카오스토리, 밴드)들에 대하여 어떠한 이미지로 평가하는지, 그리고 브랜드개성과 더불어 브랜드-자아 동일시, 브랜드감정 등의 요인이 추천의향에 어떤 영향을 미치는지를 살펴보았다. 분석결과, 20대 대학생 이용자들의 각 SNS서비스에 대한 브랜드개성 평가에 차이가 났으며, 각기 다른 개성 요인이 각 서비스의 추천의향에 영향을 미치고 있음을 알 수 있었다. 또한 브랜드개성과 브랜드-자아 동일시의 효과가 동일하다고 가정했을 때 브랜드감정이 SNS추천의향에 중요한 영향을 미친다는 것을 발견하였다. 세가지 SNS 모두에서 브랜드감정이 추천의향에 통계적으로 유의미한 설명력을 가지며 그 영향력은 브랜드개성이나 브랜드-자아일치도보다 두 배 이상 큰 것으로 나타났다.

• 유통과학연구
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• 제17권2호
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.

• 한국IT서비스학회:학술대회논문집
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• 한국IT서비스학회 2010년도 춘계학술대회
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• pp.279-284
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• 2010

최근 온라인 브랜드에 대한 연구들이 많이 등장하고 있으나 온라인 영역에서 브랜드 개성(Brand Personality)과 로열티(Brand Loyalty)간의 관계에 대한 연구는 많지 않다. 본 연구는 온라인 영역에서의 개성과 자아이미지(Self-Image) 그리고 로열티간의 관계를 밝히기 위해 시도되었다. 이를 위해 절대차이모델(Absolute Difference Model)을 적용하여 온라인 브랜드 개성과 자아이미지와의 일치성 지수를 도출하고, 온라인 브랜드 로열티에 미치는 영향을 확인하였다. 연구결과 브랜드 개성의 진실, 최신, 유능성 차원이 온라인 브랜드 로열티에 영향을 미치는 것을 발견하였다. 이러한 결과는 온라인 브랜드의 로열티를 높이기 위해서 는 자아이미지와 브랜드 개성 차원이 일치하는 타겟집단의 선정과 브랜드 이미지 개발이 필요함을 시사하고 있다. 본 연구의 결과는 브랜드 개성을 활용한 온라인 브랜드 차별화 전략과 마케팅 커뮤니케이션 전략을 수립하는데 유용할 것이다.