해양관광지 브랜드 개성이 이미지에 미치는 영향
The effect of Brand Personality to Destination Images
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초록
This study is to investigate the effect of the Brand Personality to the image in the Marine Tourism destination. For this purpose, Busan was selected as a sample of Marine Tourism destination and was used J.Aaker's Brand Personality Scale which developed for the product brand personality measurement in 1997. Factor Analysis and multiple regression were used to find the relation between Brand Personality and Cognitive and Affective images. The results of the findings suggested five factors of brand personality were extracted and both cognitive and affective images were influenced by those five factors differently.
Abstract
This study is to investigate the effect of the Brand Personality to the image in the Marine Tourism destination. For this purpose, Busan was selected as a sample of Marine Tourism destination and was used J.Aaker's Brand Personality Scale which developed for the product brand personality measurement in 1997. Factor Analysis and multiple regression were used to find the relation between Brand Personality and Cognitive and Affective images. The results of the findings suggested five factors of brand personality were extracted and both cognitive and affective images were influenced by those five factors differently.
참고문헌 (32)
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