Advanced SearchSearch Tips
The Effects of Brand Personality on Service Experience Satisfaction, Price Value Satisfaction, and Repurchase Intention
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
The Effects of Brand Personality on Service Experience Satisfaction, Price Value Satisfaction, and Repurchase Intention
Seo, Injoo;
  PDF(new window)
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.
brand personality;service experience satisfaction;price value satisfaction;reusing intention;
 Cited by
Aaker J(1997) Dimensions of brand personality. J Mark Res 34(3), 347-356 crossref(new window)

Choi CH(2011) Legal issues in marine leisure sports and improvement plan. Korean Assoc Sports Law, 14(1) 181-196

Dickson D, Chakravarti, Biehal G(1990) "Memory-based inferences during consumer choice". J Consum Res 17(6), 82-92 crossref(new window)

Go KJ(2011) (The) study on advanced service development plan of leisure sport industry through service differentiation strategies. Doctorate Thesis, Korea University.

Go SH(2011) Effects of airline trust on customer-value, brand identification, consumer-brand relationship and loyalty in airline industry. Master's Thesis, Kyounggi University.

Go SH(2012) Internal customers' self Image congruence in airline brand. J Korea Acad Soc Tour Manag 27(3), 1-17

Han JH(2007) Empirical research on structural relationship among service quality, service value, customer satisfaction, and re-visit intention in ski resort. J Korean Alliance Health Phys Educ 46(2), 227-238

Jang KS, Song HC(2002) Effects of service quality of historic site on visitor's satisfaction and revisit. J Cult Tour 4(4), 59-76

Kang MS, Kim BJ(2010) Testing measurement invariance of brand personality using multi group CFA. J Aviat Manag Soc Korea 8(4), 103-114

Kang YS, Hong SG, Lee HS(2009) Exploring continued online service usage behavior: the roles of self-image congruity and regret. Comput Hum Behav 25(1), 111-122 crossref(new window)

Kim BD, Bae SY(2013) (The)impact on the brand image, brand attitude and behavioral intentions by the service quality of the airline : a comparison of full service airlines and low cost carriers. 2013(0) MS thesis, Hanse University

Kim BJ, Yang SJ(2009) The effect of brand personality of low cost carriers on customer's loyalty. J Aviat Manag Soc Korea 7(4), 189-205

Kim EJ(2012) The effects of brand personality on satisfaction and loyalty in airline services: focusing on a airline services. J Tour Leisure res 24(4), 199-218

Kim HK, Ahn SH, Kim JH(2009) The impact of tourism city brand attributes on tourism city brand personality, relationship quality, and loyalty. J Korea Acad Soc Tour Leisure 21(2), 203-222

Kim HR, Jung YS(2007) Emotional effects of brand personality. J Korea Bus Adm 20(6), 3043-3063

Kim JK, Ryu JY, Sung HS(2002) Applying the theory of social identification = the effect of brand personality on word-of-mouth and brand loyalty. J Consum Stud 13(1), 25-43

Kim JS, Choi SH(2011) A study on the effects of brand individuality of specialty coffee shops on brand loyalty. Korean J Culin Res 17(1), 124-141

Kim TY, Kim DG, Um JJ(2011) An empirical study on the effects of internal customer satisfaction of golf on the customer orientation and performance. J Korea Sport Res 22(4), 3-14

Kim YK, Lee HR, Lee WB(2007) Effect of brand identification on brand loyalty for flight customers: moderating role of trust and commitment. J Tour Sci 31(1), 309-326

Klaus PP, Marklan S(2011) EXQ:a multiple-item scale for assessing service experience. JOSM 23(1), 17-45

Lee HB(1993) A review = consumer impulse purchasing behavior. Hongik University management lab 17, 181-194

Lee JH(2006) The relationships among vistiors' expectation and satisfaction of the ski resort's service quality, service values, and behavioral intentions. J Korean Alliance for Health Phys Educ 45(2), 279-289

Lee JH(2009) The effects of ski resorts' service quality on customer loyalty. Doctorate Thesis, Korea National University of Education

Lee JW, Go SE, Ha HY(2012) An empirical study of experien tial value, visit satisfaction and intentions to reuse scuba services on service quality in the dive resort industry. Acad Customer Satisfaction Manag 14(2), 1-17

Lee SM, Moon BY(2009) Effect McDonald's brand personality on preference, satisfaction, and revisiting in restaurants : japanese college students. Korea Contents Soc 10(1), 399-406

Lee TS, Kim CW(2009) Developing a brand personality scale for tourism destination. J Tour Sci 33(3), 309-327

Lee YJ, Ra SA(2002) Brand personality-brand identifi cation-brand equity model: an exploratory study on the difference between users vs. non-users. Korea Mark Rev 17(3), 1-32

Lee YJ, Ra SA(2004) Internal branding: investigating the influence of employees' brand identification on employee satisfaction and CS activities. Korea Mark Rev 19(3), 81-112

Lee YJ, Cha MK(2005) Antecedents and consequences of negative consumption emotion: focused on the regret and disappointment. J Consum Stud 16(4), 103-127

Ministry of Land, Infrastructure and Transport: http://

Moon SK(2013) A structural analysis on the effect of brand personality of domestic low-cost airlines on service quality, service value and customer satis faction. J Korea Acad Soc Tour Leis 25(7), 343-366

Na JH(2013) A study on impact of brand personality using a cultural marketing on brand loyalty: focusing on transportation related companies. J Cult Ind 13(3), 11-19

Park BS(2010) A study on the congruence between brand personality represented by advertising and brand personality recognized by consumers - focusing on the advertisement of first brand to market for each product type. J Korean Advert Pub Relat 12(1), 155-183

Park BS(2013) The effect of advertising for brand positioning : focusing on the evaluation of brand personality. J Natl Inst Des 13(2), 191-198

Park IJ(2012) Brand image and brand attitude of low cost carriers : antecedents and consequences. Doctorate Thesis, Kongju University

Park JA, Lee MS(2014) A study on the implication of brand personality of LCC and self-image congruity towards re-purchase and recommendation intention. Tour Inst Northeast Asia 10(2), 115-135

Park JY, Jang KS, Choi IH(2001) The influence of self-congruity between brand personality and self-image on attitude toward brand. J ASIA Mark 3(2), 92-114

Plummer JT(1985) How personality makes a difference. J Advert Res 24(6), 27-31

Samsung Economic Research Institute(2005) Current status and challenges of corporate mecenat activities. Seoul: Samsung Econ Res Inst

Sung HS(1998) Effects of consumers' identification with organization on marketing activities focusing on membership consumer organization. Doctorate Thesis, Seoul Women's University

Usakli A, Baloglu S(2011) Brand personality of tourist destinations: an application of self-congruity theory. Tourism Manag 32, 114-127 crossref(new window)

Woo JP, Seo YK, Seo YG(2009) The effects of brand personality on brand identification, brand affect, and brand loyalty in airline services. Doctorate Thesis, Kyunggi University

Yi YJ(2008) Service marketing. Seoul:Hakhyunsa

Yoo B, Donthu N, Lee S(2000) An examination of selected marketig mix elements and brand equity. J Acad Mark Sci 28(2), 195-211 crossref(new window)

Zeithaml VA(1988) Consumer perception of price and value: a mean-end model and synthesis of evidence. J Mark 52(1), 2-22 crossref(new window)