와인 브랜드에 대한 자아일치성이 브랜드 태도와 브랜드 충성도에 미치는 영향

Abstract

As consumers, Korean people can afford to buy more bottles of wine than ever before, and they are now interested in and concerned about the quality as well as diversity among brands of wine. However, we should discuss this issue more before we talk about the popularization of wine market in Korea. The purpose of this study was to examine how the self-image congruity for wine brands influences the emotions of consumers and their resulted purchase behavior. Accordingly, a total of 497 effective questionnaires were obtained from wine consumers who live in the metropolitan area and SPSS 18.0 and AMOS 18.0 statistics programs were used to test latent hypotheses. The result of analyses showed that all three types of self-image congruity of wind brands had significant effects on consumption emotions. Likewise, Consumption emotions had significant influence on brand attitudes and brand loyalties. Furthermore, brand attitude had a significant effect on the brand loyalty of consumers. Based on these results, the thesis specifies a few suggestions and implications for wine dealers. There should be continuous consumer management and proper opportunities for wine tasting. Also brand story marketing utilizing SNS would be effective for consumers with social self-congruity.