A Study on Brand Personality and Experience in Early Morning Delivery as a New Distribution Service
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Lee, Jang Suk | - |
dc.contributor.author | Jin-Hwan Kim | - |
dc.date.available | 2021-04-12T01:40:48Z | - |
dc.date.created | 2020-11-03 | - |
dc.date.issued | 2020-10 | - |
dc.identifier.issn | 1738-3110 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/80714 | - |
dc.description.abstract | Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | 한국유통과학회 | - |
dc.relation.isPartOf | 유통과학연구 | - |
dc.title | A Study on Brand Personality and Experience in Early Morning Delivery as a New Distribution Service | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.description.journalClass | 1 | - |
dc.identifier.doi | 10.15722/jds.18.10.202010.5 | - |
dc.identifier.bibliographicCitation | 유통과학연구, v.18, no.10, pp.5 - 14 | - |
dc.identifier.kciid | ART002641589 | - |
dc.description.isOpenAccess | N | - |
dc.identifier.scopusid | 2-s2.0-85102266706 | - |
dc.citation.endPage | 14 | - |
dc.citation.startPage | 5 | - |
dc.citation.title | 유통과학연구 | - |
dc.citation.volume | 18 | - |
dc.citation.number | 10 | - |
dc.contributor.affiliatedAuthor | Lee, Jang Suk | - |
dc.subject.keywordAuthor | Brand Experience | - |
dc.subject.keywordAuthor | Brand Personality | - |
dc.subject.keywordAuthor | Brand Attachment | - |
dc.subject.keywordAuthor | Brand Loyalty | - |
dc.subject.keywordAuthor | Early Morning Delivery | - |
dc.subject.keywordAuthor | Market Kurly. | - |
dc.description.journalRegisteredClass | scopus | - |
dc.description.journalRegisteredClass | kci | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
1342, Seongnam-daero, Sujeong-gu, Seongnam-si, Gyeonggi-do, Republic of Korea(13120)031-750-5114
COPYRIGHT 2020 Gachon University All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.