Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Effects of Brand Personality on Self-Congruence and Brand Attachment in the Family Restaurant

패밀리 레스토랑에서 브랜드개성이 자아일치성과 브랜드애착에 미치는 영향

  • Ha, Dong-Hyun (Dept. of Hotel.Convention Management, Dongguk University)
  • 하동현 (동국대학교 호텔.컨벤션경영학과)
  • Received : 2011.08.24
  • Accepted : 2012.02.23
  • Published : 2012.02.29
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Abstract

The purpose of this study was to investigate thet 5 dimensions of brand personality that could affect brand attachment, and actual and ideal self-congruence in the family restaurant. Also, this study investigated the effects of actual and ideal self-congruence on brand attachment. Questionnaires were given to a sample of customers who visited one of the 4 famous national brands of family restaurants in Daegu. A total of 332 questionnaires were analyzed with SPSS/$PC^+$and LISREL. There were four major empirical research findings. First, sincerity, competence, sophistication and ruggedness affected brand attachment. And second, sincerity, competence and sophistication affected actual self-congruence. Third, sincerity and sophistication affected ideal self-congruence. And fourth, actual self-congruence affected brand attachment. However, the excitement dimension of brand personality did not affect brand attachment,; dimensions of excitement and ruggedness did not affect actual self-congruence,; dimensions of excitement, competence and ruggedness did not affect ideal self-congruence. Also, ideal self-congruence did not affect brand attachment. Based on these findings, marketers of family restaurants were recommended to strengthen the dimensions of sincerity, competence, and sophistication, and to weaken the ruggedness dimension.

Keywords

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