브랜드 가치가 브랜드 개성과 충성도에 미치는 영향 연구: 국내대형항공사를 중심으로

Abstract

The purpose of this study is to analyze the influence of airline brand value, brand personality, and customer loyalty for the Korean Airline and Asiana Airlines which may help them grow and grow further. In the end, securing a differentiated airline brand will be the most important issue. Differentiated efforts are needed to form a positive brand image. Therefore, this study conducted an online survey for customers who have used more than one aircraft for two years and tested the hypothesis based on the response results. As a result of the analysis, it was found that the service and value of the brand had a significant positive (+) effect on the perception of brand personality, discrimination, and friendly image. It was analyzed that the service level and value of use of domestic airline brands, the reputation of the brand value and the ability to solve problems did not have a significant effect on awareness and discrimination, but had a positive effect on the positive image. Finally, it was analyzed that brand awareness, differentiation, and friendly image had a positive effect on customer loyalty. These results mean that the attractive elements and friendly image of an airline brand are what attracts loyal customers.