Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
권호 표지

The Congruity between Brand Personality and Customer-perceived Self-Image in a Family Restaurant

패밀리레스토랑의 브랜드개성과 고객이 인식하는 자아이미지의 일치성에 관한 연구

  • Jung, Hyo-Sun (Department of Culinary Service Management, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Department of Culinary Service Management, Kyung Hee University)
  • 정효선 (경희대학교 조리.서비스경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Received : 2010.08.30
  • Accepted : 2010.10.21
  • Published : 2010.12.31
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Abstract

The purpose of this study was to measure customers' perception of brand personality and self-image of family restaurants and compare the congruity between brand personality and customer-perceived self-image according to customers' general characteristics. Self-administered questionnaires were completed by 377 customers, and data were analyzed by frequency, chi-square, paired samples t-test, factor, reliability, cluster, and discriminant analyses. Results of the study were as follows: factor analysis of brand personality and customer-perceived self-image as 5 factors, i.e., sincerity (10 variables), excitement (8 variables), competence (7 variables), sophistication (6 variables), and ruggedness(5 variables). As a result, the averages of brand personality and self-image of family restaurants were $2.93{\pm}0.39$ and $3.24{\pm}0.52$, respectively. Cluster analysis divided subjects into two groups according to congruity between brand personality and customer-perceived self-image of family restaurants: congruity group and incongruity group. The two groups were differed from one another in general characteristics. Limitations and future research directions are also discussed.

Keywords

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