Relationship among Personality Type, Brand Personality, Brand Attitude, and Revisit Intention: Focused on the Big 5 Model
2018, 42(4), pp.69-88
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The purpose of this study is to examine the brand personality that is important when choosing a restaurant according to personality type and to examine the effect of brand personality on brand attitude and revisit intention. A total of 198 questionnaires were collected from 225 customers who had visited a Korean buffet restaurant. The results show that, first, there was a difference in brand personality, which is important according to personality type. A person with an outgoing personality emphasized sophistication and interest in the brand, while a person with a high affinity did not consider the traditional aspects of the brand. The most sincere persons focused on the competence, reliability, tradition, and interest of the brand, and considered various aspects of the brand in comparison to other personality traits. Second, constructing a positive attitude toward the brand were two factors of interest and reliability of the brand personality. This suggests that it is important to provide information that can induce consumers' interest in the brand and that providing reliable information rather than false or exaggerated content may increase restaurant revisitation. In this study, it is significant that the empirical validation of the role and function of the psychological factors influencing the brand selection were verified by examining the direct influence relationship between the two variables.
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