국내 외국계 은행의 브랜드 개성에 관한 실증연구

An Empirical Study on Brand Personality of Foreign Banks in Korea

This paper established a empirical model with the variables of brand personality, corporate social responsibility(CSR), job satisfaction of inside employee, brand identification, and customer satisfaction. This one measured the degree of job satisfaction of inside employees working in foreign banks in South Korea by 5 point Likert Scale questionnaire. Also, this paper measured the brand identification and customer satisfaction correlative with the brand personality by Aaker's 6 dimensions of brand personality, which are composed of excitement, competence, sincerity, sophistication, ruggedness and CSR as a new added dimension. This paper suggested the strategic implications of banking service for enhancing the competitiveness of South Korean banks.