[논문]항공 산업에서의 브랜드 동일시 연구

고선희

doi:10.15207/jkcs.2020.11.3.219

[국내논문] 항공 산업에서의 브랜드 동일시 연구
Research on Brand Identification in the Airline Industry 원문보기

한국융합학회논문지 = Journal of the Korea Convergence Society, v.11 no.3, 2020년, pp.219 - 226

고선희 (서원대학교 항공서비스학과)

초록
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본 연구는 K항공사를 이용하는 고객을 대상으로 고객가치가 브랜드 동일시 및 충성도에 미치는 영향관계를 분석하고자 연구모형을 설정하였다. 이론연구의 고찰을 통해 변수를 추출하였으며 각 변수간의 관계를 살펴보기 위해 구조방정식 모형을 활용하였다. 실증분석 결과는 아래와 같다. 첫째, 고객가치 중 기능적 가치와 감성적 가치가 브랜드 동일시에 모두 유의한 영향을 미치는 것으로 나타나 가설 1은 채택되었다. 둘째, 현재의 소비자는 제품이나 서비스의 선택에 있어 감성적인 면을 더 추구한다는 것을 확인하였다. 즉 자아 이미지와 동일하거나 자신의 가치관 혹은 라이프 스타일에 일치한다고 생각하는 항공사 브랜드를 이용함으로써 항공사와의 브랜드 동일시를 추구하고 있다. 셋째, 고객 가치 중 기능적 가치와 감성적 가치 모두 브랜드 충성도에 영향을 미치지 않는 것으로 나타나 고객가치는 브랜드 동일시를 통해 충성도가 강화됨을 알 수 있다. K항공은 소비자들의 브랜드 충성도를 상승시키기 위해서는 다른 매개변수의 역할도 고려되어야 하겠지만 고객의 브랜드 동일시 제고에 관심을 가져야 할 것으로 사료된다.

Abstract ▼ AI-Helper

This study set the research model to analyze the effect of customer value on brand identification and loyalty using customers of K Airline. Based on previous researches, this study extracted variables, and built a structural equation model to examine the relationship among variables. The findings of empirical research are as follows. First, it was found that functional value and emotional value of customer value have significant effect on brand identification. Thus, hypothesis 1 was accepted. Second, customers seek emotional aspect in choosing a product or a service. That is, by using an airline brand which they think is identical with their image, value, or lifestyle, they pursue brand identification with the airline. Third, given that functional value and emotional value of customer value do not affect brand loyalty, we can know that customer value strengthens brand loyalty through brand identification. To boost brand loyalty, K Airline needs to pay attention to raise brand identification of customers with consideration of other mediating variables.

Keyword

표/그림 (4)

표 Table 1. Demographic characteristics
표 Table 2. Confirmatory Factor Analysis for the measurement model
표 Table 3. Correlation Matrix
표 Table 4. Structure model path analysis

AI 본문요약
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문제 정의

This study is on brand identification with airlines. Pilot study proved that to be qualified for brand identification research, one should use the airline at least 3 times a year (One should use other airline one time or never.
Building of such a close relationship with customers will boost consumer-brand relationship. By expanding product-oriented brand identification and consumer-brand relationship to service industry, in particular, airline service industry, this study provided important theoretical data for researches on brands in service industry.

가설 설정

Hypothesis 1-1: Functional value will have significant effect on brand identification.
Hypothesis 2: Brand identification will affect brand loyalty.

제안 방법

This study set the research model to analyze the effect of customer value on brand identification and loyalty using customers of K Airline. Based on previous researches, this study extracted variables, and built a structural equation model to examine the relationship among variables.
This study set the research model to analyze the effect of customer value on brand identification and loyalty using customers of K Airline. Based on previous researches, this study extracted variables, and built a structural equation model to examine the relationship among variables. The findings of empirical research are as follows.
Therefore, above researches prove that brand Identification, self-image congruence, self-connection, self-congruity, and self-image congruence are all a similar concept. So, this research intends to use all the above concepts as the concept of brand identification.
Major analyses to test research hypotheses were as follows. First, to examine demographic characteristics of respondents and their patterns of using the airline, frequency analysis was done. Second, to examine consistency among questions on customer value, brand identification, and brand loyalty, this study did reliability test using Cronbach's alpha coefficient and tested validity through confirmatory factor analysis (CFA).
Based on previous researches, this study set the relationships among variables, and, to test reliability and validity among them, did confirmatory factor analysis (CFA) as shown in Table 2. When χ2(chi-square)is significance level p>0.
After choosing measurement items and making them to be elaborate, reliability test was done using construct reliability. As shown in Table 2, all the construct reliabilities were over 0.

대상 데이터

The survey was performed by 6 surveyors trained for such a survey method. Among 200 copies of the questionnaire distributed, 177 were collected. Excluding 12 copies where respondents were found to have used the airline less than 3 times and respondents did not answer questions sincerely, 165 copies were finally used for analysis.
As shown in Table 1, the demographic characteristics of respondents are as follows. There were 100 women (60.6%) and 65 men (39.4%). The age group was 92 (55.

데이터처리

Second, to examine consistency among questions on customer value, brand identification, and brand loyalty, this study did reliability test using Cronbach's alpha coefficient and tested validity through confirmatory factor analysis (CFA).
Second, to examine consistency among questions on customer value, brand identification, and brand loyalty, this study did reliability test using Cronbach's alpha coefficient and tested validity through confirmatory factor analysis (CFA). Third, to secure discriminant validity, this study did correlation analysis to examine correlations among composing concepts. Forth, to test hypotheses, this study used structural equation modeling (SEM).
To secure discriminant validity, this study used AVE (average variance extracted) which is a measure of the amount of variance that is captured by a construct in relation to the amount of variance due to measurement error. Accordingly, to secure discriminant validity, this study compared AVE values of research units and correlation coefficients. If AVE value between two factors is larger than coefficient of determination, square of correlation coefficient, there is discriminant validity between two factors[21].

이론/모형

Third, to secure discriminant validity, this study did correlation analysis to examine correlations among composing concepts. Forth, to test hypotheses, this study used structural equation modeling (SEM). To analyze data, SPSS 22.

성능/효과

First, it was found that functional value and emotional value of customer value have significant effect on brand identification. Thus, hypothesis 1 was accepted.
Third, given that functional value and emotional value of customer value do not affect brand loyalty, we can know that customer value strengthens brand loyalty through brand identification. To boost brand loyalty, K Airline needs to pay attention to raise brand identification of customers with consideration of other mediating variables.
Third, hypothesis 3 which assumes that functional value and emotional value of customer value will have significant effect on brand loyalty was rejected, because the two coefficients are –0.123 (t=0.332), and 0.221 (t=0.598).
807). Second, hypothesis 2 which assumes that brand identification will have significant effect on brand loyalty was accepted, because path coefficient is 0.253 (t=2.792). Third, hypothesis 3 which assumes that functional value and emotional value of customer value will have significant effect on brand loyalty was rejected, because the two coefficients are –0.

후속연구

In particular, research on enhancing brand loyalty through the relationship between customer value and brand identification in the context of aviation service is insufficient. Therefore, this study intends to expand brand research into service industry.

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