The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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The Effects of Brand Personality on Service Experience Satisfaction, Price Value Satisfaction, and Repurchase Intention

국외 항공사의 브랜드 개성이 서비스체험 만족도, 가격가치 만족도, 재이용 의도에 미치는 영향

  • Seo, Injoo (Dept. of Consumer & Housing Studies, Sangmyung University)
  • 서인주 (상명대학교 소비자주거학과)
  • Received : 2016.01.21
  • Accepted : 2016.02.11
  • Published : 2016.02.29
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Abstract

This study aims to observe the brand personality of foreign airlines and analyze which brand personality best influences service experience satisfaction, price-value satisfaction, and reusing intention. Moreover, it attempts to determine if there is a difference in service experience satisfaction, price-value satisfaction, and reusing intention according to brand personality. A questionnaire was distributed to 1621 consumers; of these, 1500 were used for final data analysis. Results are as follows. First, a factor analysis was used to investigate the brand personality, and three factors were identified: confidence/competence, sophistication, and dynamic. Second, we investigated the influences a brand personality has on service experience satisfaction, price-value satisfaction, and reusing intention. The confidence/competence of a brand personality showed the greatest influence on service experience satisfaction, price-value satisfaction, and reusing intention. Also, price sensitivity satisfaction had the greatest impact on reusing intentions.

Keywords

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