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KMID : 1011620110270010033
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Korean Journal of Food and Cookey Science
2011 Volume.27 No. 1 p.33 ~ p.42
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Effects of Brand Personality-self Image Congruence on Customer Satisfaction in Quick Service Restaurants: Moderating Effects of Band Identification
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정효선:Jung Hyo-Sun
윤혜현:Yoon Hye-Hyun
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Abstract
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The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers" brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (β=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers" brand identification (β=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability × brand identification; β=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers" brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed.
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KEYWORD
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brand personality-self image congruence, customer satisfaction, brand identification, quick service restaurant
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