관광목적지의 브랜드 개성 척도개발

이태숙,김철원 한국관광학회 2009 관광학연구 Vol.33 No.3

The study is to develop a brand personality scale for the tourism destination. The study adopted both quantitative (empirical survey) and qualitative research (Zaltman Metaphor Elicitation Technique). The brand personality scale for the tourism destination is based on the five underlying dimensions of brand personality: sophisticated(flutter, variety, attractive, new, exotic, interesting), competent (modern, passionate, dynamic, sociable, luxurious, active), comfortable (comfortable, affluent, relaxative, peaceful, humane, natural, refreshing), unique (symbolic, famous, cultural, inquisitive). Brand personality for the tourism destination can be evaluated with 7-point scale with respect to each brand personality of any tourism destination. The study will make contributions to academic achievement of tourism destination study as well as practical tourism destination marketing in terms of exploring differentiation strategy for the sustainable competitive advantage.

빅데이터를 이용한 레스토랑 브랜드 개성 측정 -미국 레스토랑 평가 사이트 yelp.com 리뷰 데이터 기반-

도해용,류기상 한국관광학회 2014 관광학연구 Vol.38 No.1

This study aimed at examining if Aaker’s brand personality scale can be appropriately used in measuring the restaurant brand personality in reality. The purpose of this study was to compare three types of restaurant brand personality scale by using Aaker's Original Brand Personality's Variance Explained, Original Brand Personality's Frequency on BigData, and WordNet extension Brand Personality's Frequency on BigData. BigData was collected from Restaurant Rating Service yelp.com in the US by Specific Web data mining crawler. Collected reviews were analyzed by Content analysis. This study used Trait of Aaker's Brand Personality developed in 1997 and attempted to extend it by using WordNet of Princeton University. Results found that original Brand Personality's Frequency on BigData was mainly biased by Sincerity and Excitement. However, WordNet extension Brand Personality's Frequency was balanced by Competence, Sophistication, and Ruggedness. WordNet extension Brand Personality's Frequency was almost similar with Original Brand Personality's Variance Explained.

컨벤션 개최지의 브랜드 개성 척도 개발

이태숙,김철원 한국관광학회 2008 관광학연구 Vol.32 No.2

This article is to develop a measurement scale of brand personality for the convention destination. The brand personality scale for the convention destination is based on the five underlying dimensions of brand personality: affluent (functional, concentrative, competence, professional, variety), sincere (sincere, orderly, rational, serious, kind), unique (modern, urban, luxurious), sophisticated (artistic, beautiful, sophisticated, high-class), and attractive (eventful, interesting, symbolic, charming). Brand personality for the convention destination can be evaluated with 7-point scale with respect to each brand personality of any convention destinations. The study reveals different result from Aaker’s brand personality scale which is developed for the general manufactured brands.

개인의 성격유형과 브랜드개성, 브랜드태도, 재방문의도 간의 영향관계 -Big 5 모델을 중심으로-

구선본,정유경 한국관광학회 2018 관광학연구 Vol.42 No.4

The purpose of this study is to examine the brand personality that is important when choosing a restaurant according to personality type and to examine the effect of brand personality on brand attitude and revisit intention. A total of 198 questionnaires were collected from 225 customers who had visited a Korean buffet restaurant. The results show that, first, there was a difference in brand personality, which is important according to personality type. A person with an outgoing personality emphasized sophistication and interest in the brand, while a person with a high affinity did not consider the traditional aspects of the brand. The most sincere persons focused on the competence, reliability, tradition, and interest of the brand, and considered various aspects of the brand in comparison to other personality traits. Second, constructing a positive attitude toward the brand were two factors of interest and reliability of the brand personality. This suggests that it is important to provide information that can induce consumers' interest in the brand and that providing reliable information rather than false or exaggerated content may increase restaurant revisitation. In this study, it is significant that the empirical validation of the role and function of the psychological factors influencing the brand selection were verified by examining the direct influence relationship between the two variables. 본 연구는 개인의 성격유형에 따라 레스토랑 선택 시 중요하게 생각하는 브랜드개성을 살펴보고, 브랜드 개성이 브랜드태도와 재방문의도에 미치는 영향을 살펴보고자 하였다. 한식뷔페레스토랑 방문 경험이 있는 고객 225명의 설문지를 받아 최종 198부를 활용하였다. 분석결과는 첫째, 개인의 성격유형에 따라 중요하게 생각하는 브랜드 개성에 차이가 나타났다. 외향적인 성격을 가진 사람은 브랜드의 세련미와 흥미로움을 중시하는 반면, 친화성이 높은 사람일수록 브랜드의 전통적인 측면을 중요시 생각하지 않았다. 성실성이 높은 사람은 브랜드의 유능함과 신뢰성, 전통성, 흥미로움을 중시하였고, 다른 성격특성들에 비해 브랜드의 다양한 측면을 고려하였다. 둘째, 브랜드에 대한 긍정적인 태도를 형성하는 것은 브랜드개성의 흥미로움과 신뢰성 두개의 요인으로 나타났다. 이는 소비자들에게 브랜드에 대한 관심과 흥미를 유발시킬 수 있는 정보를 제공하는 것이 중요하며, 허위나 과장된 내용보다는 신뢰할 수 있는 정보를 제공하면 레스토랑 재방문을 높일 수 있음을 시사한다. 본 연구에서는 두 변수간의 직접적인 영향관계를 검증하여 브랜드 선택 시 영향을 미치는 심리적요인의 역할 및 기능에 대해 실증적 검증을 했다는 것이 의의가 있다.

The Effects of Big Five Personality Traits on Brand Personality andConsumer Behavior

Kim, Joo-Ho(김주호),Son, Joo-Young(손주영) 대한경영학회 2017 大韓經營學會誌 Vol.30 No.7

텍스트 마이닝을 활용한 항공사 브랜드 개성 측정

우승균 관광경영학회 2020 관광경영연구 Vol.94 No.-

As the competition in the aviation service market is fierce, the importance of airline brands is being emphasized as the product is facing limitations in differentiating only by the physical characteristics of the product. Therefore, in this study, unlike the quantitative research methods for measuring airline brand personality, the text mining analyzes voluntary reviews of consumers related to airline brand, which are unstructured text data. In addition, we identified the differences between the brand personality dimensions, metrics and airline brand personality quantitative studies presented by Aaker (1997). As a result, airline brand personality dimensions was followed by Sincerity (2.487, 74.77%), Excitement (357, 10.73%), Sophistication (254, 7.64%), Ruggedness (140, 4.21%), Competence (88, 2.65%). In addition, Honest (2.078), Spirited (309), Smooth (252), Tough (136), and Reliable (35) showed high frequency facets of brand personality. In airline brand personality traits, good (1.696), friendly (392), new (210), still (104), hard (68), and positive (21) were identified as the most used words. Next, we compared Aaker (1997) analyzed the variance explained of the brand personality dimension with the actual frequency of use of the airline brand personality dimension. In particular, sincerity among the five dimensions was 74.77%, showing the highest frequency of use.

The Effects of Big Five Personality Traits on Brand Personality and Consumer Behavior : Focusing on Gender Differences

김주호,손주영 대한경영학회 2017 大韓經營學會誌 Vol.30 No.7

If previous studies on brand personality were abstract approaches to simple brand personality, in this study, We introduce the Big 5 model to analyze the Big Five personality and brand personality at the same time. The main purpose of the study is the following: First, we aim to uncover if the brand personality developed by Aaker (1997) is a concept that can be applied to Korean consumers with actual products in the same manner. Second, we try to find out the influence of consumers' personality towards judging brand personality and their relationship effecting on consumer's behavior such as brand loyalty and involvement to a brand. Third, we hope to make some contribution in the field of brand personality and consumers' active purchasing behavior. We first analyze the components of brand personality from Aaker (1997). The components of brand personality developed by Aaker (1997) were sincerity, excitement, competence, sophistication, and ruggedness. We chose the Aaker (1997) scale as our research tool because she argued that five brand personality factors could be applicable to the most universal product categories. Afterwards, we use and translate scale (Brand Personality Scale or BPS) developed by Aaker (1997) in a way that Korean consumers can easily understand. We used stratified sampling to design a sampling frame based on demographic variables. 259 questionnaires were collected for the study and the survey was administered by Computer Aided Web Interview (CAWI). We collected data from people in the Seoul area. First, we divided the sample of 20,000 people in penal of Korean research according to the 25 districts of Seoul city. Then random sampling was done based on demographic variables such as gender, age, and job type. The final sample was 207 after deleting the incomplete questionnaires out of 259. After a pilot test, we developed a 7-point Likert scale of brand personality scale for sincerity, excitement, competence, sophistication, and ruggedness. We scored 7 for strongly agree and 1 for strongly disagree. We used the Big Five personality, one of the most persuasive methods in traits for the research based on the International Personality Item Pool (IPIP) developed by Goldberg (1981). Big Five traits in our study are summarized as “openness to experience,” “agreeableness,” “conscientiousness,” “extraversion,” and “emotional insecurity” with 5 scales in each trait. In this research, trying to answer research question 1, “Can we apply the BPS developed by Aaker (1997) to Korean consumers in the same way,” we conducted a validity and reliability test. We examined principal component analysis for construction concept validity and simplified factor loading with Varimax of orthogonal rotation for factor analysis. For internal validity, we picked measured variables of Cronbach's alpha 0.5 or more. The results of the study are summarized as follows. First, in the case of a high-involvement products, such as automobiles, Korean consumers reorganized brand personality into three characteristics such as sophistication, competence, and sincerity. Second, regression analysis was conducted for male and female consumers to examine the effects of consumer personalities on automobile brand personality. As a result, there were no individual personality factors that were positively related to sophistication in men. In the case of females, agreeableness and extroversion of consumer personality were positively related to sophistication-excitement of brand personality. In the case of competence of brand personality, the agreeableness and conscientiousness of male and conscientiousness of female were significantly related. Finally, in the case of the sincerity, agreeableness of men was the only significant variable, while there were no significant personality variables in the case of females. Third, when consumers' personality was examined in terms of consumer behavior, conscientiousness and extraversion...

박물관 브랜드 개성의 감성분석 - 베이징 고궁 박물관의 관람객 리뷰를 중심으로 -

등이시어,이진우 한국문화융합학회 2023 문화와 융합 Vol.45 No.6

This study aims to conceptualize the scale of brand personality for museums, and to understand the dimensions and attributes contributing to that scale. To achieve this, we reconstructed the brand personality scale proposed by Aaker(1997), incorporating the unique characteristics of museums through a critical review of previous research in this domain. Thereafter, we collected a total of 10,805 visitor reviews of the Beijing Palace Museum from an online platform (Dianping.com). The collected data were analyzed by considering sentiment analysis based on text mining techniques, enabling us to identify the dimensions and attributes of museum brand personality that elicit positive or negative reviews. The findings indicate that visitor reviews expressing favorable opinions regarding the museum's brand personality are closely associated with the dimensions of "Sophistication" and "Competence" exhibited by the cultural institution. Furthermore, negative opinions were found to be attributed to visitor fatigue from the vast exhibition space and the implemented epidemic prevention procedures within the institution. This study holds academic significance as it presents a measurement framework for exploring the brand personality of museums, serving as a foundation for understanding the visitor experience.

브랜드 개성에 따른 디저트 카페의 포지셔닝 분석

조시영,전재균 한국관광학회 2016 관광학연구 Vol.40 No.4

본 연구는 최근 젊은 여성층에서 인기를 끌고 있는 디저트 카페를 대상으로 브랜드 포지셔닝를 분석하고자 하였다. 소비자가 브랜드를 선택할 때는 소비자의 이미지와 일치하는 브랜드 개성을 가진 디저트 카페를 선택하는 경향이 있다. 본 연구에서는 다차원척도법을 이용하여 디저트 카페 브랜드의 경쟁관계를 파악하였다. 포지셔닝전략은 디저트 카페의 마케팅 성공을 위한 경쟁적 우위를 확보할 수 있다. 설문조사는 인지도를 기준으로 설빙, 콩꼬물, 투더 디퍼런트, 망고식스, 공차, 눈꽃마녀, 백설공주의 7개 브랜드를 대상으로 이를 이용한 경험이 있는 소비자를 대상으로 실시하였다. 수집된 유효표본 총 240부를 분석에 활용하였다. 유사성 자료를 다차원척도법으로 분석한 결과 콩꼬물과 설빙, 망고식스와 투더디프런트, 눈꽃마녀와 백설공주는 서로 가까이 위치하여 경쟁이 치열한 관계로 나타났다. 브랜드 개성에 따른 속성벡터를 분석한 결과 ‘매력적인’ ‘활동적인’을 나타내는 브랜드 개성은 백설공주와 눈꽃마녀가 가장 높은 경쟁력을 가지는 것으로 나타났다. 여성 소비자만을 대상으로 속성벡터를 분석한 결과 ‘젊은’, ‘성공적인’, ‘전문적인’의 브랜드 개성은 설빙과 콩꼬물이 경쟁력이 높은 것으로 나타났다. 분석결과를 토대로 추가 시사점을 제시하였다. This study adapted multidimensional scale analysis to explore how consumers position dessert cafe brands according to brand personality. A position strategy that establishes competitive advantage is critical for the marketing success of a franchise brand. This study has produced perceptual maps showing the locations of dessert cafe brands. Data were collected from a sample of 240 dessert cafe consumers in Busan. A self-completion questionnaire was used to measure brand similarity, brand personality and brand preference. The results of multidimensional scaling analysis show that Sealbing & Kong Kkomul, Mango Six & To The Different, Wicked Snow & Baekseol Gongju were highly competitive with each other as can be seen by their close proximity in the perceptual map. The vector map for all respondents indicated that Baekseol Gongju and Wiched Snow had the strongest positioning based on ‘attractive’ and ‘active’ characteristics. On the other hand, the vector map for female respondents indicated that Sealbing and Kong Kkomul had the strongest positioning according to brand personality based on ‘young’, ‘successful’, ‘professional’. This study provides a useful implication for competitiveness among seven brands.

채널 브랜드 개성 차원 및 영향 요인에 관한 연구

윤홍근(Hong Keun Yoon),김유경(You Kyung Kim),박성현(Sung Hyum Park) 한국광고홍보학회 2010 광고연구 Vol.0 No.84

본 연구는 지상파와 케이블 TV채널의 브랜드 개성 차원을 규명하고, 채널 브랜드의 구성 요인이 채널 브랜드 개성 형성에 미치는 영향을 조사하였다. 조사대상 채널은 KBS1, MBC, SBS, EBS 등 지상파 방송4개 채널과 YTN, OCN, MBC-Espn, M.net 등 케이블TV 4개 채널을 선정하여 462명의 시청자 및 방송 종사자를 대상으로 설문조사를 실시하였다. 분석 결과, 전체 채널의 브랜드 개성 차원은 ‘열정’과 ‘신뢰’, ‘정감’ 차원으로 규명되었으며, 지상파 채널 또한 ‘열정’, ‘신뢰’, ‘정감’의 개성 차원이 나타났다. 반면, 케이블 채널은 열정, 신뢰, 능력, 선도성, 정감의 차원으로 규명되어 지상파 채널에 비해 요인들이 세분화된 형태를 보였다. 채널 브랜드 개성에 영향을 미치는 요인을 조사한 결과에서는 채널 브랜드 구성의 내적 요소인 채널 관여도나 채널 친숙도가 채널 브랜드 개성의 ‘열정’과 ‘신뢰’ 형성에 영향을 미치는 것으로 분석되었다. 또한, 채널 브랜드 구성의 외적요소인 채널명, 로고/심벌, 로고송, 슬로건, 자체 프로모션, 콘텐츠 장르, 프로그램 출연진 등이 케이블 채널을 제외하고 전체 채널과 공중파 채널의 시청자들에게 특정 브랜드 개성 형성에 영향을 미치는 요인으로 작용하고 있음이 밝혀졌다. This research seeks to identify different levels of brand personality, and examine various components that influence different types of channel brand personalities. To search what influences viewer`s factors (channel participation degree, channel familiarity degree) and channel`s factors of channels brands have on personalities of channel brands, a survey was conducted on 462 viewers after selecting 8 channels- 4 public TV networks, KBS1, MBC, SBS and EBS and 4 cable TV channels, YTN, OCN, MBC-ESPN and M.net. As a result of the primary factor analysis, all 8 channels commonly displayed “excitement”, “trust” and “affection” as 3 primary factors. Public TV networks exclusively showed personalities, “excitement”, “trust”, and “affection”, while cable TV channels displayed “excitement”, “trust”, “competence”, “leadership”, “affection”. When influencing factors were examined, it showed that its internal factors of channel brand constituents such as “Channel involvement”, and “Channel familiarity” contributed in forming factors, “Excitement” and “Trust”. Moreover, channel brands` external factors such as Channel name, Logo/Symbol, theme songs, slogan, promotions, contents genre, program participants and etc. were identified as influencers of all channels and public networks` brand personality formation process.