브랜드개성이 기업이미지에 미치는 영향에 관한 연구

서지정보

ㆍ발행기관 : 대한안전경영과학회 ㆍ수록지정보 : 대한안전경영과학회지 / 10권 / 4호
ㆍ저자명 : 조인희

영어 초록

This study examines the effect of brand personality on consumer's attitude. Previous research has suggested that the greater the congruity between consumer personalities and brand personalities, the greater the preference for the brand. However, empirical explorations of this hypothesis revealed that the congruity between consumer personalities and brand personalities is limitedly related, if ever, to the preference for the brand. It is partly because of the views of the previous researchers who considered human personality as a uni-dimensional concept, and partly because of the lack of consensus regarding what brand personality really is. This study examines the relative effect of brand personality on company image. In this study, brand personality is represented by the 'Big Five' factors - Sincerity, Excitement, Competence, Sophistication and Ruggedness - which were suggested by Jennifer Aaker.

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