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윤태환(Tae Hwan Yoon) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.1
The purpose of this study is to examine the influence of two different types of self-congruity(congruity between self image and brand image); ideal self-congruity and actual self-congruity, on consumer-brand relationship and brand attitude in the context of restaurant brands. In addition to that, two moderating variables; self-monitoring and self-esteem, were adopted to investigate the underlying motives of consumer behavior in the hospitality industry. A field survey measuring two types of self congruity(ideal and actual) level, consumer-brand relationship, brand attitude, self-monitoring and self-esteem, was carried out targeting college students. Structural equation modeling using AMOS 18 was adopted to examine the causal relationship of the variables and Multiple group analysis was used to examine the moderating effects. The findings of the study revealed that from the two different types of congruity, only ideal self-congruity had a significant influence on both consumer-brand relationship and brand attitude on the other hand, however, actual self-congruity did have any significant influence on independent variables. In the test of moderating effect, self-esteem was found to have a significant positive moderating influence on the relationship between ideal self and brand attitude.