호텔기업의 브랜드개성과 자아이미지의 일치성이 제품평가에 미치는 영향 : 제품관여도를 조절변수로 = (A) Study of the influence on the product evaluation on the correspondence between hotel enterprise brand personality and self-image : Using product involvement as variable parameters

다국어 초록 (Multilingual Abstract)

Properly well managed brand personality can pick up customer's preference on the brand, motivate the use, increase the emotional connection, lift the confidence and attract customer loyalty. In accordance with this feature, the fact that customers prefer brands which manifest their images well show the importance of the research on the correspondence between brand personality and self-image. Customer reaction or existing studies on related marketing area have played as a major parameter for changing or establishing different behaviors for products, but there are lack of studies on the effect of the correspondence of brand personality and self-image regarding product involvement on customers and brand relations.
Consequently, the purpose of this research is to look into hotel enterprise brand personality and self image when they are combined and their influence on product evaluation (customer satisfaction, brand royalty), as well as to provide useful information to hotel enterprise marketers.
To achieve the subjected research goal, I came up with research models through data screening along with four research theories for corroborative evidences.
Survey was carried out at eight special class hotels in Seoul from April 1 to 30 in 2005 targeting VIP and membership customers and got 473 papers for final analysis.
For data analysis, I used SPSS statistic package and analysis of frequency, factor, confidence, Paired T-test, multi recurrence and control recurrence.
Followings are the results and suggestions from the research theories.
First, I used the simple difference model, Euclidean distance model, absolute difference model to study the correspondence between brand personality and self-image and figured out that the most useful tool to study hotel enterprise brand personality and self image correspondence is the absolute difference model.
Second, Hotel brand personality was derived from four factors such as refinement, efficiency, sincerity and intimacy while actual self-image factors were came from seven factors of refinement, efficiency, honesty, tenderness, excitement, beauty, vitality. Ideal self-image are six factors of friendliness, efficiency, faithfulness, beauty, vitality and tenderness. As the results show, actual self-image factor was considered more multi-dimensional out of hotel brand personality, actual self image and ideal self-image
Third, in the relations between actual self-image correspondence and customer satisfaction, the more beauty and tenderness concurs, the more customers get satisfied while self concurrence and customer satisfaction shows that the more concurs efficiency, vitality and refinement, customers get more satisfied.
Fourth, in the relations of actual self correspondence and brand royalty, the more beauty and vitality concur the higher brand royalty becomes. In the meantime, ideal self correspondence and brand royalty relations, the more efficiency and vitality gets the higher brand royalty becomes.
Fifth, I found out that product involvement controls the relationship of the correspondence of brand personality and actual self-image/ideal self image, and brand satisfaction. It indicates that customers tend to be happier when actual self-image corresponds and product involvement is high.
It turned out that product involvement controls the relationship between the correspondence of brand personality and actual self-image, and brand royalty while it doesn't do anything about the correspondence of brand personality and brand royalty. In other words, when brand personality and actual self-image is corresponded, and when product involvement is higher, brand royalty goes up as well. However, brand personality and ideal self-image correspondence is concurred, no matter how high product involvement is, there is no effect on brand royalty.
Based on the results from the corroborative analysis, I came up with followings as the suggestions to marketing or brand managers.
First, by estimating brand personality of Korea hotel brands and those of their counterparts based on the measurement barometer adopted from Aaker(1997)'s brand personality measurement barometer, we can apply the research to promote brand strategy which was regarded highly by customers in case of hotels for its refinement.
Second, we can use the research results that customers show more positive reactions to brands which fit into their self-images and use the results to itemize the markets with brand personality. That is, researched hotel's brand personality can be utilized to subdivide the markets targeting customers containing brand personality. In reverse, we can make a use of brand personality in order to display appeal products and brands in selected classified markets. If customer's group regarding refinement highly is estimated as attractive, then you can establish strategy to develop hotel products and brand personality in the matter of refinement category.
Third, you can adopt the result of this research on your communication message. Also, you can apply brand personality and self accordance as to facilitate the message for advertisement or marketing strategy establishment. As I could see the positive impact on refinement and efficiency categories in case of hotel research, you can promote sales by emphasizing the involved characteristic category when you work on promotion message.
Fourth, when you set up communication strategy, it is necessary to carry out communication subjecting customers thinking highly of symbolic and comfort value especially related hotels as symbolic products.

목차 (Table of Contents)

• 목차 = Ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구방법 및 절차 = 4
• 제2장 이론적 배경 = 6
• 제1절 브랜드개성에 관한 이론적 배경 = 6
• 1. 브랜드 정의 및 개념 = 6
• 2. 브랜드개성의 개념 및 중요성 = 13
• 3. 브랜드개성의 형성 요인 = 15
• 4. 브랜드개성의 구성 및 측정 = 17
• 5. 브랜드개성의 기능 = 19
• 6. 브랜드개성에 대한 선행연구 = 22
• 제2절 자아이미지의 이론적 배경 = 26
• 1. 자아이미지의 개념 및 중요성 = 26
• 2. 자아이미지의 형성과정 = 27
• 3. 자아이미지의 유형 = 28
• 4. 자아이미지와 브랜드개성 일치성에 관한 선행연구 = 30
• 5. 자아일치성 관련 선행연구의 한계점 = 35
• 제3절 제품 관여도 = 36
• 1. 관여의 정의 및 개념적 특성 = 36
• 2. 관여측정방법 = 39
• 3. 기존의 관여모델 = 40
• 4. 관여도와 소비자행동 = 43
• 제4절 제품평가에 관한 이론적 배경 = 45
• 1. 소비자만족에 관한 연구 = 45
• 2. 브랜드충성도에 관한 연구 = 50
• 제3장 조사설계 = 52
• 제1절 연구모형 및 연구가설 = 52
• 1. 연구모형 = 52
• 2. 연구가설 = 53
• 제2절 연구조사방법 = 55
• 1. 변수의 조작적 정의 및 측정 방법 = 55
• 2. 측정방법 = 56
• 3. 표본설계 및 자료수집 = 58
• 4. 분석방법 = 60
• 제4장 실증분석 결과 = 62
• 제1절 표본의 일반적 특성 = 62
• 제2절 측정도구의 분석 및 평가 = 64
• 1. 호텔 브랜드개성에 대한 요인분석 및 신뢰성 분석 = 64
• 2. 자아이미지에 대한 요인분석 및 신뢰성 분석 = 65
• 3. 제품평가에 대한 신뢰도 분석 = 68
• 4. 제품관여도에 대한 신뢰도 분석 = 69
• 5. 호텔 브랜드개성, 자아이미지의 비교분석 = 70
• 6. 가설검증을 위한 자아일치성 측정 = 76
• 제3절 가설검증 = 78
• 1. 가설 1의 검증 = 78
• 2. 가설 2의 검증 = 80
• 3. 가설 3의 검증 = 82
• 4. 가설 4의 검증 = 85
• 5. 연구가설의 검증결과 요약 = 88
• 제5장 결론 = 89
• 제1절 연구의 요약 = 89
• 제2절 연구의 시사점 및 의의 = 92
• 제3절 연구의 한계점 및 향후 연구 방향 = 94
• 참고문헌 = 96
• 설문지 = 106
• ABSTRACT = 112