항공사의 부정적 언론보도의 사례에 따른 심각성과 브랜드 이미지와의 영향 관계

The relationship with the brand image according to the severity of airline’s negative publicity

The purpose of this study is to consider the characteristics of the aviation industry based on actual cases of the aviation industry. First, to understand the difference in the process of the severity of negative publicity according to the service and safety of the airline affects the brand image. Second, I would like to examine the differences in recognizing negative publicity between full-service carrier and low-cost carrier reflecting the characteristics of the aviation industry. As a result of the empirical analysis, negative publicity related to safety are having a stronger negative influence on the brand image than services to airlines. In particular, as a result of analyzing the differences between groups by classifying the respondents' main airlines, it was found that customers who mainly use full-service carrier perceived negative publicity on services more seriously than customers who use low-cost carrier. Through these results, this study was able to explain the difference in the process of accepting negative publicity related to airline service and safety, and presents important implications as a preliminary study for discussion of recovery plans.