저비용 항공사의 브랜드 개성이 브랜드 애호도에 미치는 영향에 관한 연구 = The Effect of Brand Personality of Low Cost Carriers on Customer`s Loyalty

다국어 초록 (Multilingual Abstract)

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.

참고문헌 (Reference)

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