Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
-
pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
Relationship among Personality Type, Brand Personality, Brand Attitude, and Revisit Intention: Focused on the Big 5 Model
- Journal of Tourism Sciences
- Abbr : JTS
- 2018, 42(4), pp.69-88
- DOI : 10.17086/JTS.2018.42.4.69.88
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Sun-Bon Gu 1, Chong,Yu-kyeong 1
1세종대학교
Excellent Accredited
ABSTRACT
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.
Statistics
-
500 Viewed
-
2 Downloaded
Tools
Issue List
Citation status
* References for papers published after 2023 are currently being built.
[journal]
권혁우
/ 2016
/
Effect of Brand Personality upon Brand's Attitudes : Focused on Users vs Non-Users
/ 마케팅논집(Journal of Marketing Studies)
/ 한국전략마케팅학회
24(3)
: 1~21
[journal]
김경희
/ 2014
/
The Effects of Brand Personality of Internet Shopping Mall on Consumer Satisfaction and Intention to Revisit
/ 한국전자통신학회 논문지
/ 한국전자통신학회
9(1)
: 1~9
[journal]
김문명
/ 2014
/
The Effect of Local Specialty Brand Experience on Brand Attitude and Purchase Intention : Focused on Icheon Rice
/ 관광연구저널
/ 한국관광연구학회
28(2)
: 109~119
[journal]
김미경
/ 2014
/
The Effect of PPL Advertisement Attitude of Restaurant Business for Brand Attitude and Purchasing Intention : Targeting Chain Restaurant’s Customers
/ 외식경영연구
/ 한국외식경영학회
17(1)
: 353~374
[journal]
김미영
/ 2015
/
The Relationship among Big Five Personality Traits, Leader-Member Exchange (LMX), Empowerment, and Job Performance for Executive Secretaries in Large Korean Firms
/ 대한경영학회지
/ 대한경영학회
28(8)
: 2107~2128
[journal]
김상희
/ 2011
/
The Influence of Brand Personality on Satisfaction and Loyalty in Coffeeshop Industry: A Focus on the Mediating Effect of Brand Congruency
/ 관광학연구
/ 한국관광학회
35(3)
: 57~83
[journal]
김수형
/ 2014
/
The Effect of Self-Brand Image Congruity and Functional Congruity on Brand Love, Brand Attitude and Consumers' Responses
/ 마케팅논집(Journal of Marketing Studies)
/ 한국전략마케팅학회
22(4)
: 1~19
[journal]
김시형
/ 2011
/
Measuring Customer-Based Hotel Brand Equity: The Impact of Brand Equity on Perceived Value and Repurchase Intention
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
20(5)
: 1~19
[journal]
김영곤
/ 2011
/
The Effect of Brand Personality on Brand Attitude and Brand Loyalty in Coffee Houses
/ 동북아관광연구
/ 동북아관광학회
7(2)
: 163~183
[journal]
김유정
/ 2014
/ 개인 개성에 따른 구매 행동과 브랜드선호도 차이
/ 경영관리연구
7(1)
: 63~92
[journal]
김정실
/ 2016
/
A Classification of Human Brand images According to Brand Personality
/ 한국디자인포럼
/ 한국디자인트렌드학회
(53)
: 363~373
[journal]
김주호
/ 2013
/
The Effects of individual Personality on Brand Personality and Consumer Behavior : Applying the Big Five Factors Model
/ 광고학연구
/ 한국광고학회
24(1)
: 31~55
[journal]
김지헌
/ 2010
/
Antecedents and Consequences of Brand Personality in Non-Conspicuous Service Sector
/ 상품학연구
/ 한국상품학회
28(2)
: 117~131
[journal]
김재환
/ 2017
/
The Effect of Brand Personality and Sports Star Personality on Brand Attachment and Brand Loyalty
/ 한국콘텐츠학회 논문지
/ 한국콘텐츠학회
17(12)
: 92~103
[journal]
김충현
/ 2011
/
The Impact of Exposure to PPL-related Information on Consumer Brand Attitude -The Role of Priming of Consumer Persuasion Knowledge in PPL-
/ PR연구
/ 한국PR학회
15(1)
: 5~35
[journal]
김혁수
/ 2010
/
Effects Wine Bar's Brand Image on Guest Satisfaction, Loyalty, Revisit Intention
/ 한국콘텐츠학회 논문지
/ 한국콘텐츠학회
10(2)
: 433~443
[journal]
김현덕
/ 2014
/
Structural relation among Brand Personality of Golf Clubs Brand on Trust, Attitude and Brand Loyalty
/ 한국체육과학회지
/ 한국체육과학회
23(2)
: 657~671
[journal]
남종우
/ 2014
/
The Effects of the Color Marketing of Food service Corporations on the Brand Awareness, Brand Attitude and Purchase Intention : Focusing on Family Restaurants
/ 관광연구저널
/ 한국관광연구학회
28(5)
: 117~132
[journal]
모화숙
/ 2013
/
Mediating Effect of Self-Efficacy on the Relationship Between Big five Personality Factors and Subjective Well-Being
/ 교육심리연구
/ 한국교육심리학회
27(3)
: 761~781
[journal]
박가나
/ 2013
/
Measurement Development of the HEXACO Model of Personality for Restaurant Industry Customer
/ 관광연구
/ 대한관광경영학회
28(5)
: 183~203
[journal]
박범순
/ 2010
/
The relationship between Ad-expressed Brand Personality and Consumer-perceived Brand Personality
/ 한국광고홍보학보
/ 한국광고홍보학회
12(1)
: 156~184
[journal]
박소희
/ 2012
/
An Analysis on Purchasing Decision Factors of Air Transportation Consumers by Personal Dispositions
/ 교통연구
/ 한국교통연구원
19(1)
: 17~38
[journal]
손은정
/ 2014
/
The Effects of Place Brand Attitude and Attitude Certainty on Revisit Intention: Focused on Visitors of Busan Yeongdo Bridge
/ Journal of The Korean Data Analysis Society
/ 한국자료분석학회
16(6)
: 3221~3230
[journal]
신현신
/ 2011
/
The Effect of Experiential Marketing on Brand Attitude and Relationship Quality in Flagship Store
/ 한국디자인문화학회지
/ 한국디자인문화학회
17(2)
: 299~312
[journal]
안광호
/ 2013
/
The Effect of Consumer Self-Congruence and Perceived Product Quality on the Brand Love
/ 소비자학연구
/ 한국소비자학회
24(4)
: 125~146
[journal]
안주아
/ 2005
/
The Brand Personality Factors of Internet Shopping Malls and Effects of Brand Personality on Brand Loyalty
/ 광고연구
/ 한국방송광고공사
(67)
: 59~83
[journal]
양수진
/ 2016
/
Impacts of SPA Brand Personality on Brand Equity and Loyalty - Focusing on Comparison Analysis between Global and Korean SPA Brands -
/ 소비문화연구
/ 한국소비문화학회
19(2)
: 45~63
[journal]
양윤의
/ 2016
/
A Study on the Relationship between Service Quality, Brand Image and Behavioral Intention: Focused on Five-Star Hotel Buffet Restaurant
/ 관광연구
/ 대한관광경영학회
31(4)
: 1~21
[journal]
양지안
/ 2012
/
Study on Brand Experience and Personality Effect on Brand Attitude and Repurchase Intention in Food-Franchised
/ 한국프랜차이즈경영연구
/ 한국프랜차이즈경영학회
3(1)
: 26~45
[journal]
여정경
/ 2014
/
The Effect of Brand Personality of Cultural Contents in Korean Wave on Intention of Revisit to Korea Tourist: Focused on Chinese
/ 관광레저연구
/ (사)한국관광레저학회
26(2)
: 23~44
[journal]
윤소정
/ 2015
/
A Study on Conspicuous consumption of Camping goods and Brand Attitude, Brand Image and Brand Royalty of Premium Camping Brand
/ 관광학연구
/ 한국관광학회
39(8)
: 337~354
[journal]
이길환
/ 2012
/
A Study on the Effects of Big Five Personality Factors on Career Behavior
/ 경영과 정보연구
/ 대한경영정보학회
31(4)
: 397~482
[journal]
이상미
/ 2010
/
Effect McDonald‘s Brand Personality on Preference, Satisfaction, and Revisiting in Restaurants : Japanese College Students
/ 한국콘텐츠학회 논문지
/ 한국콘텐츠학회
10(1)
: 399~406
[journal]
이상훈
/ 2010
/
Study on the Brand Personality Preference by Consumer Value
/ 광고연구
/ 한국광고홍보학회
(85)
: 191~228
[journal]
이은정
/ 2015
/
Consumer attitude according to consensus of brand personality through collaboration -Focusing on oriental medical cosmetic brand ‘ZAIN’-
/ 디자인지식저널
/ 한국디자인지식학회
(34)
: 121~130
[journal]
이애리
/ 2011
/
Hotel Brand Peculiarities, Self-image Conformity, Customer's Trust and Attitude Toward Hotel Brand.
/ 관광레저연구
/ (사)한국관광레저학회
23(6)
: 435~455
[journal]
이지원
/ 2016
/
The Effect of Starbucks’ Brand Personality on Consumer Satisfaction and Consumer Well-Being: A Focus on the Mediating Role of Brand Knowledge and Consumer-Brand Relationship
/ 대한경영학회지
/ 대한경영학회
29(6)
: 953~980
[journal]
이지현
/ 2015
/
A Study on the Effects of Family Restaurant’s Cultural Marketing Activities on Brand Personality, Brand Trust, Brand Attitude and Brand Loyalty
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
24(3)
: 1~22
[journal]
이학식
/ 2004
/
Brand Charisma, Its Antecedents, and Its Effects:
The Moderating Role of Symbolic/Functional Involvement
/ 마케팅연구
/ 한국마케팅학회
19(3)
: 137~178
[journal]
이형주
/ 2012
/
A Comparison of Local and Global Coffee Shop Brands and the Effect of their Physical Environment on Customer Satisfaction and Revisit Intention: Based on University Students in Seoul
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
21(2)
: 131~147
[journal]
장영혜
/ 2016
/
The Relationship between Brand Choice Behavior and Brand Personality: Focused on the Relevance between Purchased Brands and Brands to Consider
/ 마케팅논집(Journal of Marketing Studies)
/ 한국전략마케팅학회
24(2)
: 205~223
[journal]
전효진
/ 2012
/ 외식업체의 브랜드개성이 자아이미지 일치에 미치는 영향에 관한 연구
/ 사회과학논총
27(2)
: 175~189
[journal]
정현주
/ 2015
/
The Effects of Big 5 on the Emotional Labor and Turnover Intention: Focused on the Flight Attendant
/ Journal of The Korean Data Analysis Society
/ 한국자료분석학회
17(3)
: 1501~1511
[journal]
조시영
/ 2016
/
Positioning Analysis of Dessert Cafe based on Brand Personality
/ 관광학연구
/ 한국관광학회
40(4)
: 29~42
[journal]
조우철
/ 2013
/
Effect of the Character Type of the Hotel Bakery Workers on the Organizational Citizenship Behavior and Turnover Intention of the Company
/ 외식경영연구
/ 한국외식경영학회
16(1)
: 137~156
[journal]
최형민
/ 2011
/
The Effect of Coffee Shop Customers' Experiential Value on Brand Attitude and Brand Loyalty: A Focus on the Moderating Effect of Brand Nationality
/ 관광학연구
/ 한국관광학회
35(3)
: 243~266
[journal]
최해숙
/ 2016
/
The Effects of Self-congruity with Wine Brand on Brand Attitude and Brand Loyalty
/ 관광학연구
/ 한국관광학회
40(4)
: 87~107
[web]
한국경제
/ 2017
/ 2시간씩 줄 서던 한식뷔페…2년도 못 가 ‘시들’
/ http://news.hankyung.com/article/2017042571531?nv=o
[journal]
황수연
/ 2015
/
A Study on The Effect of Korean Table Food Service Firm’s Brand Image on Value Awareness, Customer Satisfaction and Repurchase Intentions
/ 외식경영연구
/ 한국외식경영학회
18(6)
: 31~51
[journal]
Aaker, J.
/ 1997
/ Dimensions of brand personality
/ Journal of Marketing Research
34(3)
: 347~356
[journal]
Ajzen, I.
/ 1977
/ Attitude-behavior relations : A theoretical analysis and review of empirical research
/ Psychological bulletin
84(5)
: 888~918
[journal]
Bakker, A. B
/ 2006
/ The relationship between the big five personality factors and burnout: A study among volunteer counselors
/ The Journal of Social Psychology
146(1)
: 31~50
[journal]
Brakus, J. J.
/ 2009
/ Brand experience : What is it? How is it measured? Does it affect loyalty?
/ Journal of Marketing
73(3)
: 52~68
[journal]
Cattell, R. B.
/ 1943
/ The description of personality : basic traits resolved into clusters
/ The Journal of Abnormal and Social Psychology
38(4)
: 476~506
[journal]
Costa, P. T.
/ 1992
/ Four ways five factors are basic
/ Personality and Individual Differences
13(6)
: 653~665
[journal]
Digman, J. M.
/ 1990
/ Personality structure : Emergence of the five-factor model
/ Annual Review of Psychology
41(1)
: 417~440
[journal]
Goldberg, L. R.
/ 1990
/ An alternative"description of personality" : The big-five factor structure
/ Journal of Personality and Social Psychology
59(6)
: 1216~1229
[journal]
Liao, Y. K.
/ 2017
/ Cognitive, experiential, and marketing factors mediate the effect of brand personality on brand equity
/ Social Behavior and Personality : An International Journal
45(1)
: 1~18
[journal]
Matzler, K.
/ 2016
/ Brand personality and culture : The role of cultural differences on the impact of brand personality perceptions on tourists'Visit Intentions
/ Tourism Management
52(1)
: 507~520
[book]
Moore, B. E.
/ 2002
/ 정신분석용어사전
/ Korea Psychotherapy Institute
[journal]
Mount, M. K.
/ 1998
/ Five reasons why the"big five"article has been frequently cited
/ Personnel Psychology
51(4)
: 849~857
[book]
Neter, J.
/ 1996
/ Applied linear statistical models
/ Irwin
[journal]
Norman, W. T.
/ 1963
/ Toward an adequate taxonomy of personality attributes : Replicated factor structure in peer nomination personality ratings
/ The Journal of Abnormal and Social Psychology
66(6)
: 574~583
[journal]
Park, J. K.
/ 2012
/ Capitalizing on brand personalities in advertising : The influence of implicit self-theories on ad appeal effectiveness
/ Journal of Consumer Psychology
22(3)
: 424~432
[journal]
Roberts, B. W.
/ 2007
/ The power of personality : The comprehensive validity of personality traits, socioeconomic status, and cognitive ability for predicting important life outcomes
/ Perspectives on Psychological Science
2(4)
: 313~345
[journal]
Su, N.
/ 2017
/ Effects of brand personality dimensions on consumers’perceived self-image congruity and functional congruity with hotel brands
/ International Journal of Hospitality Management
66(7)
: 1~12
[journal]
Yao, Q.
/ 2015
/ Consistency between consumer personality and brand personality influences brand attachment
/ Social Behavior and Personality : An International Journal
43(9)
: 1419~1427