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KMID : 1011620100260060717
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Korean Journal of Food and Cookey Science
2010 Volume.26 No. 6 p.717 ~ p.726
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The Congruity between Brand Personality and Customer-perceived Self-Image in a Family Restaurant
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정효선:Jung Hyo-Sun
윤혜현:Yoon Hye-Hyun
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Abstract
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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±0.39 and 3.24±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.
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KEYWORD
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brand personality, self-image, congruity, family restaurant, customer
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