항공사 브랜드 개성이 브랜드 동일시, 브랜드 감정, 브랜드 충성도에 미치는 영향

The Effects of Brand Personality on Brand Identification, Brand Affect and Brand Loyalty in Airline Services: Focusing on A Airline Services

The purpose of the study was to examine the impacts of brand personality which is a brand strategy to enhance brand loyalty on brand identification, brand affect, and brand loyalty. For an empirical analysis, 247 valid questionnaires were analyzed and the statistical methods utilized for Spsswin 18.0 program. According to the results of the regression analysis, H1: Airline's brand personality would have positive impact on brand identification, H2: Airline's brand personality would have positive impact on brand affect, and H3: Airline passengers' brand identification would have positive impact on brand affect were partially supported. And H4: Airline passengers' brand identification would have positive impact on brand loyalty and H5: Airline passengers' brand affect would have positive impact on brand loyalty were supported. Based on the results of these empirical analyses, it is important for airlines to create and manage brand image or brand personality in order to enhance passengers' brand loyalty.