항공사의 지각된 브랜드 글로벌성과 지역성이 브랜드 가치와 충성도에 미치는 영향

The Influence of Perceived Brand Globalness and Localness on Brand Value and Loyalty: Moderating Effect of Type of Airlines

The continued interest of the local community in the existence of Air Busan as a regional hub airline, amid the integration of major domestic airlines, has led to exploratory research on the mutually complementary relationship between regional airlines and their respective regions, primarily focusing on the economic ripple effects. To achieve the objectives of this study, an online survey was conducted targeting adults residing in Busan to assess their perceptions of Korean Air and Air Busan, resulting in a total of 322 valid responses. SPSS 26 was utilized to validate hypotheses through multiple regression analysis and hierarchical regression analysis was conducted to examine the moderating effects of airline types. The key findings of this study are as follows: Firstly, both the global and regional aspects of airline brand have a significant positive impact on brand value, with regional hub airlines having a greater influence on brand value through brand regionalism. Secondly, it was found that higher perceived regionalism of regional hub airlines leads to higher evaluations of brand value. These results contribute to expanding the academic scope of airline-related research and providing practical implications for the brand management of regional hub airlines in the future.