Relationship between brand personality and the personality of consumers, and its application to corporate branding strategy

김영이,이정완,이용기 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.3

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer’s personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer’s personality and the brand personality of the consumer’s choice. Thus, the consumer’s personality has an impact on consumer’s final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness... Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer’s personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer’s personality and the brand personality of the consumer’s choice. Thus, the consumer’s personality has an impact on consumer’s final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer p...

스퍼터링 방법으로 성장시킨 ZnO 박막의 결정질 향상을 위한 고온성장

김영이,안철현,강시우,김동찬,공보현,한원석,전상욱,조형균 한국표면공학회 2007 한국표면공학회 학술발표회 초록집 Vol.2007 No.-

ZnO 박막의 결정질을 향상시키기 위해 고온에서 RF 마그네트론 스퍼터링 방법으로 성장시켰다. 성장온도가 증가 할수록 박막의 결정질이 향상 되는 것을 TEM과 XRD 결과로 확인할 수 있었다. 또한 성장온도가 증가 할수록 박막의 표면 형상이 three-dimensional islands 구조를 가지며, grain size와 표면 거칠기가 증가 하는 것을 관찰할 수 있었다. 위의 실험 결과로 우리는 RF 스퍼터링 방법으로 고온성장하여 ZnO 박막의 결정질을 향상시켰다.

교육방송 VOD 및 ICT를 활용한 자기표현능력 신장방안

김영이 한국국어교육학회 2005 새국어교육 Vol.0 No.70

Present and Future of the Korean Firms: Focused on the Traditional Market

김영이 한국유통과학회 2012 유통과학연구 Vol.10 No.9

Purpose - This study aimed to explore and examine the government policies and supporting systems of the traditional market in Korea. Research design / data / methodology - Recognizing these problems, the Korean government enacted three special legislations and adopted six support policies in support of the traditional markets. Results - Those markets with modernized stores, parking lots, and arcades have certainly increased sales and the number of customers. However, this uniform modernization support policy was short of supporting strategies that could have developed characteristics and advantages of each market, so many markets and merchants lost self-sustainable ability and ended up with relying on government support. Conclusions - The study indicates that Small & Medium Business Administration’s role in implementing government policies including selection of the markets that needed to be modernized, developing commercial areas in connection with traditional market and neighboring shopping streets, customizing and improving distribution system, developing specialty stores, merchant college, merchants' self-sustainable ability, and creating convenient and safe shopping environment is vital to traditional markets’ future success.

Relationships between brand personality, customer satisfaction, and brand loyalty, and its applications to branding strategy

김영이,이정완 한국고객만족경영학회 2008 고객만족경영연구 Vol.10 No.2

This study examines relationships between brand personality and customer satisfaction, and between brand personality and brand loyalty, and explores applications of the relationships to branding strategy. Data are collected from mobile communications service consumers in South Korea and analyzed using factor analysis, structural equation modeling method. The results of the study suggest that there are significant relationship between brand personality and customer satisfaction, but not significant between brand personality and brand loyalty. Managerial implications for formulating branding strategy and further research directions are suggested.

동아시아경상학회 학술지(EAJBE) 육성방향과 전략

김영이,김병구 한국유통과학회 2019 한국유통과학회 학술대회 논문집 Vol.2019 No.-

동아시아경상학회지 육성 방향과 전략

김영이,김병구 한국유통학회 2019 International Forum on Business Convergence (IFBC) Vol.2019 No.-

Acrylic resin 표면의 거칠기에 따른 세균부착 비교

김영이,방몽숙,박하옥,오종석,Kim, Young-Yi,Vang, Mong-Sook,Park, Ha-Ok,Oh, Jong-Suk 대한치과보철학회 2004 대한치과보철학회지 Vol.42 No.4

Statement of problem: The microbial adhesion on the surface of materials used in prosthodontics and restorative dentistry significantly influences microbial infection. Purpose: The purpose of this study was to evaluate the effect of how the degree of surface roughness of acrlyic resin affect the adhesion of bacteria. Material and methods: Resins were finished with $50{\mu}m$ and $250{\mu}m$ aluminium oxide particles by using sandblaster, by using stone point, and high polished with $Opa^{(R)}$ and Lace $motor^{(R)}$. The surface of acrylic resin attached by bacteria was directly touched on the surface of BHI agar, which was incubated. Bacteria colonies formed on BHI agar were counted in accordance with the degree of the surface roughness. Results: 1. The viable cell number of Streptococcus mutans increased on the acrylic resins incubated in BHI broth than in PBS. 2. The viable cell number of Streptococcus mutans increased on the acrylic resins incubated without agitation than with agitation, washed three times than six times, and incubated in broth added with 5% sucrose than without sucrose. 3. When Streptococcus mutans incubated in BHI broth, the number of Streptococcus mutans colonies formed on BHI agar was the largest on the acrylic resins finished with $250{\mu}m$ aluminium oxide particle using sandblaster. But when incubated in BHI broth containing sucrose, the number of colonies formed on that was the largest on the acrylic resins high polished using $Opal^{(R)}$ and Lace $motor^{(R)}$. 4. When Streptococcus sanguis was incubated in BHI broth with or without sucrose, the number of Streptococcus mutans colonies formed on BHI agar was the largest on the acrylic resins finished with $250{\mu}m$ aluminium oxide particle using sandblaster. 5. When Actinomyces viscosus was incubated in BHI broth with or without sucrose, the number of Streptococcus mutans colonies formed on BHI agar was the largest on the acrylic resins high polished using $Opal^{(R)}$ and Lace $motor^{(R)}$. Conclusion: These results indicated that when acrylic resins attached by bacteria were touched on the surface of BHI agar, the number of bacterial colonies formed on the agar was dependent on the bacterial species. Also, the result of this study was showed that increase in the surface roughness and the addition of sucrose increased retention of microbial cells.

The Strategical Difference between Pure On-line Shopping Mall and On/ Off-line Integrated Shopping Mall

김영이 한국유통경영학회 2009 유통경영학회지 Vol.12 No.4

The purpose of this paper is to investigate the differences of consumer behaviors between pure online shopping mall and on-/-off-line integrated shopping mall. Data has been collected from 542 customers. The results of the research show that the consumers who use pure on-line shopping mall more closely consider the convenience of shopping and consumers who use on-/ off-line Integrated Shopping Mall consider more closely the image, reliability and risk of shopping malls than convenience. This research also show that the influence of buying attitude to buying intention, buying intention of on-/ off-line Integrated Shopping Mall are greater than pure on-line shopping malls. And finally, as the result of investigating wheth and occupation and buying attitude by shopping malls, each sex and occupatioer there are statistically significant relationships between demographic factors-sex, incomen factor and buying attitude had significant correlation in cases of both internet department stores and internet shopping malls.

기상이변 리스크 대비를 위한 기업의 BCP활용방안에 관한 연구

김영이,신언명 한국경영교육학회 2012 경영교육연구 Vol.27 No.1

It is widely recognized that the physical effects of Meteorological disasters during the 21st century can affect business processes, fixed assets like buildings, and resource availability. However, relatively few business communities prepare for such a natural disasters. It seems that not enough attention has been brought to the most of Korean business communities, especially in relation to Meteorological disasters. This paper outlines that using concept from Business Continuity Planning(BCP), a sensible business approach to analyzing and adapting to the physcial risks of Meteorological disasters. It focuses on understanding the potential risks to business and the importance of taking action to mitigate those risks regarding Meteorological disasters:Dealing with meteorological disasters by providing a basic framework for the prevention, preparation, response and restoration regarding natural disasters, the author addresses the issue of disaster management in the business community with this paper. 21세기로 접어들면서 기상이변의 영향이 건물과 조직의 자원 활용과 같은 고정자산은 물론 전반적인 비즈니스 프로세스에 심각한 영향을 준다는 인식이 점점 더 확대되고 있다. 그럼에도 불구하고 상대적으로 아주 극소수의 비즈니스 커뮤니티만이 이러한 자연재난에 대비하고 있는 실정이다. 그런 상황에서 기상이변과 밀접한 관련이 있는 대부분의 국내 비즈니스 커뮤니티는 기상이변의 영향에 대해 크게 주의를 기울이지 않고 있다. 본고에서는 경영의 연속적인 계획방안인 BCP를 활용하여 기업이 기상이변의 위험에 노출되었을 경우, 그 위험에 대응하고 적응할 수 있는 방안을 제시해 준다. 이 연구는 특히, 기상이변이 발생하였을 경우, 기업에 심각한 영향을 줄 수 있는 잠재적인 위험들과 그러한 위험들을 경감시키기 위해 기업이 실행해야 할 중요한 액션들에 대해 초점을 맞추고 있다. 이 논문은 비즈니스 전반의 업무 프로세스에서 발생 가능한 위기에 대하여 예방과 대비 및 대응과 복구단계별로 기본적인 재난관리의 Framework를 제시하였다.