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브랜드 이미지와 자아이미지 일치성이 브랜드 태도와 선택의도에 미치는 영향에 관한 연구
김태희(Tae Hee Kim),이보라(Bo Ra Rhee),손은영(Eun Young Son) 한국호텔외식관광경영학회 2009 호텔경영학연구 Vol.18 No.1
The purpose of this study is to focus on coffee brand to identify possible associations between brand image and self-image use of emotional adjective. For questionnaire survey, this study applied bias sampling to Starbucks brand and employed 245 sheets of questionnaire from effective sample for analysis. The questionnaire consisted of total 68 items including 18 items on actual self-image, 18 items on brand image, 3 items on brand attitude, 3 items on brand choice. For data analysis, this study used SPSS Win 12.0 to analyze factors, reliability and multiple regression. The result of this study can be summarized as following. Brand image effect on the brand attitude. External factor and rational factor from among self-image consentaneity affect brand attitude and eagerness to choose. And, as shown on previous study of relationship between brand attitude and eagerness to choose, all are proved to have positive effect. This study demonstrates that consentaneity of the brand image and self-image defined the product of company with emotional adjective applied coffee brand. They expressed their own emotional image to his own brand and choose in order to increase potential loyalty when the consumer choose the food service brand. So, it is suggested that construction of the emotional marketing could be an useful strategy.
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