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저비용 항공사의 브랜드 개성이 브랜드 애호도에 미치는 영향에 관한 연구
김병재 ( Byoung Jai Kim ),양석준 ( Suk Joon Yang ) 한국항공경영학회 2009 한국항공경영학회지 Vol.7 No.4
This study figure out brand personality dimensions of LCC(Low Cost Carrier) and the effects of brand personality of LCC on customer loyalty of LCC. The result shows that brand personality of LCC consists of sincerity, competence, excitement and ruggedness. This paper explored which dimensions of brand personality of LCC affect the brand loyalty and how those dimensions influence brand loyalty. The results shows that sincerity and competence have positive influences on brand trust and sincerity, excitement and ruggedness have positive influences on brand affect. Brand trust and brand affect also have positive influences on brand loyalty. But the influence of brand trust on brand loyalty is significantly stronger than the influence of brand affect. The results of this paper will give the theoretical and practical implication to researchers and marketers of LCC.
환승 만족도, 재이용의도 및 추천의도에 영향을 미치는 요인에 관한 연구 -인천국제공항을 중심으로-
김병재 ( Byoung Jai Kim ) 한국항공경영학회 2014 한국항공경영학회지 Vol.12 No.4
글로벌 항공 수요의 증대, 특히 아시아·태평양 지역의 수요 증대에 맞추어 인천국제공항은 개항 이후 동북아 지역의 허브 공항을 지향하며, 경쟁력 강화를 위해 노력해 왔다. 공항의 허브화 전략에 있어서 최근 들어 중요해지고 있는 것이 환승여객의 수요 증대이다. 본 연구는 출·도착 여객에 비해서 상대적으로 연구가 많이 수행되지 못 한 환승여객을 대상으로 공항 선택에 있어서의 영향 요인이 무엇이며, 영향 요인들이 환승 만족도와 재이용의도, 추천의도에 어떠한 영향을 미치는지를 밝히고자 하였다. 연결성과 편의시설, 상업시설, 환승프로그램이 선행 연구의 검토 및 선진 공항 사례 연구를 통해 영향요인으로 도출되었다. 실증 연구 결과 연결성은 만족도, 재이용의도, 추천의도에 모두 긍정적 영향을 미치는 것으로 파악 되었으며, 상업시설은 만족도에 긍정적 영향을 미치는 것으로 밝혀졌다. 또한 환승프로그램은 추천의 도에 긍정적으로 영향을 미치는 요인으로 실증되었다. According to the increase of airline demand, Incheon International Airport has made a effort to strengthen the competitiveness of a hub airport in Northeast Asia. In order to strengthen its position as a hub airport, it is very important to attract transfer passengers. Incheon International Airport also has committed to grow transfer passengers, but still has a low growth rate compared to the leading airport. The purpose of this research is to derive the factors influencing transfer passengers’ selection of airportand how these factors affect transfer passenger’s satisfaction, intention to revisit and recommendation. Connectivity, amenities, concession, and transfer program were derived through a review of the previous research and the case studies on leading airport. The results showed that connectivity positively influenced satisfaction, intention to revisit and recommendation. Also Concession positively influenced satisfaction and transfer program had a positive impact on the intention to recommendation.
김병재 ( Byoung Jai Kim ),강명수 ( Myung Soo Kang ) 한국생산성학회 2012 生産性論集 Vol.26 No.1
It becomes a important marketing tasks to build and maintain customer-company relationships through relationship marketing. In these flows, Interest and Importance about brand community is increasing as a primary means of building relationships with customers. This study defined brand community productivity by applying marketing productivity that represents the efficiency and effectiveness of the marketing activity to the brand community. It includes brand loyalty and community loyalty. This study also tried to show that identification`s impact on the brand community productivity. Empirical studies have confirmed that high brand identification and high community identification group have a high brand community productivity. In conclusion, It is presented that build and maintain brand community is a primary measure to enhance marketing productivity.
강명수(Kang Myung Soo),김병재(Byoung Jai Kim),신종칠(Jong Chil Shin) 한국마케팅과학회 2005 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-
Recently marketing academicians and practitioners have stressed the impotance of the consumer-brand relationship. This research investigates the measurement of consumer-brand relationship quality(BRQ). We hypothesize that BRQ is a one-dimension construct consisting of six components-interdependence, commitment, love/passion, self-connection, intimacy, brand partner quality- and that each of the six can be measured reliably with a multi-item scale. Reliability for the six components scale is examined. Coefficient alpha for every multi-item scale exceeds .7. We also find evidence of convergent validity, discriminant validity, and thus we find support for the construct validity of the six-component model of consumer-brand relationship quality.
항공사의 브랜드 위상에 따른 브랜드 제휴의 태도 변화 연구 -요소 브랜드 성격의 조절 효과를 중심으로-
김규배 ( Gyu Bae Kim ),김병재 ( Byoung Jai Kim ) 한국항공경영학회 2010 한국항공경영학회지 Vol.8 No.2
In order to survive and grow in the stiff competition of global market, many companies today work together with each other using brand alliances. In these days, ingredient branding, a special strategy of brand alliances, are gaining popularity in the world. Many companies have used brand alliances in airline industry, it seems that the airlines using brand alliances have tried to differentiate their brands and gain competitive advantage. The purpose of this research was to examine how consumers evaluated ingredient branding of airlines, especially focused on the market position of airlines. Also we supposed that there would be moderating effects of ingredient brand type. The results showed that the consumer`s attitude to airlines` brand by the ingredient branding is more favorable when the market position of airlines` brand is low than it is high. Moreover, the interaction effect between market position of airlines and type of ingredient brand is significant. The effect size is significantly greater in utilitarian ingredient brand than hedonic. Also, the consumer`s attitude to airlines` brand by the ingredient branding is more favorable when ingredient brand type is utilitarian than it is hedonic. Ingredient brand type moderate consumer evaluations of Airlines` Ingredient branding.