브랜드 개성이 점포 이미지 및 선호도에 미치는 영향 = Impacts of brand personality on the store image and preference

다국어 초록 (Multilingual Abstract)

This study investigates the relationships between brand personality and store image and whether these relationships lead to the customer’s preference and revisit. The results show that store image, sincerity and extroversions, and sophistication of the brand personality have significant relationships with cleanness, service, and values, atmosphere, and visual and sensible design in family restaurants. Sincerity and extroversions and sophistication are correlated with cleanness, service, and values and visual and sensible design in fast food restaurants. Brand personality and store image affect the preferences and revisit in the family restaurants, while not in fast food restaurants. Also, brand personality is proven to be the most powerful tool in building brand assets and attracting customers.