외식기업의 브랜드 개성과 자아이미지의 일치성이 소비자 태도에 미치는 영향 = The Effect of Congruity between Brand Personality and Self-image on the Customer’s Attitude in the Foodservice Industry

다국어 초록 (Multilingual Abstract)

As the quality of foodservice standardizes, customers are increasingly attracted by a certain brand with intangible value and want to have relationships with specific brands reflecting their personality. The purposes of this study were to identify the dimensions of self-image congruity(congruity of brand personality and self-image) and to analyze the effect of each dimension and the customer-brand relationship on the customer’s attitude in the foodservice industry.For this study, research data was collected from ten restaurants’ customers. Each variable is measured by Likert’s 5-point scale. Among a total of 475 collected questionnaires, incomplete 29 samples were eliminated and consequently final 445 were provided. The SPSS/win 12.0 was used for statistical analysis: frequency analysis, descriptive analysis, T-test, ANOVA, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and path analysis.

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