한국항공운항학회지 (Journal of the Korean Society for Aviation and Aeronautics)

  • 제31권4호
  • /
  • Pages.56-71
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  • 2023
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  • 1225-9705(pISSN)
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  • 2466-1791(eISSN)
한국항공운항학회 (The Korean Society for Aviation and Aeronautics)
권호 표지
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브랜드 충성도에 영향을 미치는 항공사 굿즈 마케팅 영향요인 연구

A Study on Airline Goods Marketing Factors Affecting Brand Loyalty

  • 양창섭 (한국항공대학교 항공경영) ;
  • 이상학 (한국항공대학교 경영학부)
  • 투고 : 2023.10.31
  • 심사 : 2023.11.13
  • 발행 : 2023.12.31
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⟨ 이전 논문 다음 논문 ⟩

초록

This paper describes the significant effects of customer's PAD emotional response according to consumption value of airline goods on brand charisma, brand attitude, and brand loyalty. The result shows that among the consumption values, epistemic value, emotional value, and self-expressive value have a positive effect on PAD emotional response. In addition it was found that the PAD emotional response had positive influence on brand charisma but had no effect on brand attitude. Brand charisma was found to have significant positive influence on brand attitude and both brand charisma and brand attitude had positive effect on brand loyalty. Through the results of this study, airline goods products are an effective means to increase brand loyalty. Further more, this study provides academic and business implications for effective airline goods marketing.

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과제정보

본 연구는 2023년에 발표된 제1저자의 "소비가치에 따른 PAD 변화가 브랜드 카리스마, 브랜드 태도, 브랜드 충성도에 미치는 영향: 항공사 굿즈상품을 중심으로"(석사학위논문)를 정리하여 보강한 논문입니다.

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