고급승용차 시장에서의 브랜드 개성 효과 = The Effect of Brand Personality in the Context of Korean Luxury Vehicle Market

다국어 초록 (Multilingual Abstract)

This research examines the effect of the brand personality in the context of Korean luxury vehicle market. First, it analyzes the relationship among the brand personality, the brand affect and the brand loyalty. Second, it compares the effects of the brand personality of the domestic vehicle brands with those of the imported ones. The findings are as followings: first, all dimensions of the brand personality except the competence influence on the brand affect; second, the ruggedness has the positive effect on the brand affect in the domestic brands, but it does not have the effect in the imported ones; thirdly, the sophistication, the sincerity and the excitement exert a positive influence on the brand affect both in the domestic brands and the imported ones, but the difference between domestic brands and imported ones is insignificant; finally, the brand affect has a significantly larger influence on the purchase intention in the domestic brands.