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KCI우수등재 학술저널

컨벤션 개최지의 브랜드 개성 척도 개발

This article is to develop a measurement scale of brand personality for the convention destination. The brand personality scale for the convention destination is based on the five underlying dimensions of brand personality: affluent (functional, concentrative, competence, professional, variety), sincere (sincere, orderly, rational, serious, kind), unique (modern, urban, luxurious), sophisticated (artistic, beautiful, sophisticated, high-class), and attractive (eventful, interesting, symbolic, charming). Brand personality for the convention destination can be evaluated with 7-point scale with respect to each brand personality of any convention destinations. The study reveals different result from Aaker’s brand personality scale which is developed for the general manufactured brands.

I. 서론

II. 이론적 배경

III. 연구방법

VI. 실증분석

V. 결론

참고문헌

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