The Effects of Brand Personality on Service Experience Satisfaction, Price Value Satisfaction, and Repurchase Intention
2016
Seo, I., Sangmyung University, Seoul, Republic of Korea
This study aims to observe the brand personality of foreign airlines and analyze which brand personality best influences service experience satisfaction, price-value satisfaction, and reusing intention. Moreover, it attempts to determine if there is a difference in service experience satisfaction, price-value satisfaction, and reusing intention according to brand personality. A questionnaire was distributed to 1621 consumers; of these, 1500 were used for final data analysis. Results are as follows. First, a factor analysis was used to investigate the brand personality, and three factors were identified: confidence/competence, sophistication, and dynamic. Second, we investigated the influences a brand personality has on service experience satisfaction, price-value satisfaction, and reusing intention. The confidence/competence of a brand personality showed the greatest influence on service experience satisfaction, price-value satisfaction, and reusing intention. Also, price sensitivity satisfaction had the greatest impact on reusing intentions.
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