텍스트 마이닝을 활용한 항공사 브랜드 개성 측정

Using Text Mining to Measure Airline Brand Personality

As the competition in the aviation service market is fierce, the importance of airline brands is being emphasized as the product is facing limitations in differentiating only by the physical characteristics of the product. Therefore, in this study, unlike the quantitative research methods for measuring airline brand personality, the text mining analyzes voluntary reviews of consumers related to airline brand, which are unstructured text data. In addition, we identified the differences between the brand personality dimensions, metrics and airline brand personality quantitative studies presented by Aaker (1997). As a result, airline brand personality dimensions was followed by Sincerity (2.487, 74.77%), Excitement (357, 10.73%), Sophistication (254, 7.64%), Ruggedness (140, 4.21%), Competence (88, 2.65%). In addition, Honest (2.078), Spirited (309), Smooth (252), Tough (136), and Reliable (35) showed high frequency facets of brand personality. In airline brand personality traits, good (1.696), friendly (392), new (210), still (104), hard (68), and positive (21) were identified as the most used words. Next, we compared Aaker (1997) analyzed the variance explained of the brand personality dimension with the actual frequency of use of the airline brand personality dimension. In particular, sincerity among the five dimensions was 74.77%, showing the highest frequency of use.