지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.2
- 수록면
- 120 - 132 (13page)
이용수
초록· 키워드
오류제보하기
The purpose of this study was to investigate thet 5 dimensions of brand personality that could affect brand attachment, and actual and ideal self-congruence in the family restaurant. Also, this study investigated the effects of actual and ideal self-congruence on brand attachment. Questionnaires were given to a sample of customers who visited one of the 4 famous national brands of family restaurants in Daegu. A total of 332 questionnaires were analyzed with SPSS/PC+and LISREL. There were four major empirical research findings. First, sincerity, competence, sophistication and ruggedness affected brand attachment. And second, sincerity, competence and sophistication affected actual self-congruence. Third, sincerity and sophistication affected ideal self-congruence. And fourth, actual self-congruence affected brand attachment. However, the excitement dimension of brand personality did not affect brand attachment,; dimensions of excitement and ruggedness did not affect actual self-congruence,; dimensions of excitement, competence and ruggedness did not affect ideal self-congruence. Also, ideal self-congruence did not affect brand attachment. Based on these findings, marketers of family restaurants were recommended to strengthen the dimensions of sincerity, competence, and sophistication, and to weaken the ruggedness dimension.
목차
Abstract
서론
연구 내용 및 방법
연구 결과 및 고찰
결론 및 제언
문헌
참고문헌 (53)
참고문헌 신청
1. [학술지(정기간행물)] - Aaker JL / 1997 / Dimensions of brand personality / J Mark Res 34 : 347 ~ 356
2. [학술지(정기간행물)] - Achroll RS / 1989 / Environmental determinants of decision-making uncertainty in marketing channels / J Mark Res 25 : 36 ~ 50
3. [학술지(정기간행물)] - Andaleeb SS / 1996 / An experimental investigation of satisfaction and commitment in marketing channels: The role of trust and dependence / J Retail 72 : 77 ~ 93
4. [학술지(정기간행물)] - Aron A / 2005 / Reward, motivation, and emotion systems associatedwith early-stage intense romantic love / J Neurophysiol 94 : 327 ~ 337
5. [학술지(정기간행물)] - Babin BJ / 1996 / The effects of perceived co-worker involvement and supervisor support on service provider role stressor, performance and job satisfaction / J Retail 72 : 201 ~ 214
2. [학술지(정기간행물)] - Achroll RS / 1989 / Environmental determinants of decision-making uncertainty in marketing channels / J Mark Res 25 : 36 ~ 50
3. [학술지(정기간행물)] - Andaleeb SS / 1996 / An experimental investigation of satisfaction and commitment in marketing channels: The role of trust and dependence / J Retail 72 : 77 ~ 93
4. [학술지(정기간행물)] - Aron A / 2005 / Reward, motivation, and emotion systems associatedwith early-stage intense romantic love / J Neurophysiol 94 : 327 ~ 337
5. [학술지(정기간행물)] - Babin BJ / 1996 / The effects of perceived co-worker involvement and supervisor support on service provider role stressor, performance and job satisfaction / J Retail 72 : 201 ~ 214
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