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.
초록· 키워드
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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.
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