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AbstractThe Brand Personality Factors of Internet Shopping Malls and Effects of Brand Personality on Brand LoyaltyAhn, Joo-ah(Full-time Instructor, Dept. of Mass Communications, Dongshin University)
Brand personality is defined formally here as "the set of human characteristics associated with a brand". Perceptions of brand personality can be formed and influenced by any direct or indirect contact that the consumer has with the brand. If that is so, what is personality of internet brands? The objective of this study is to discover factors of brand personality and analyze effects of brand personality on brand loyalty in internet shopping mall. The major findings of the study show five factor's of brand personality: 'attraction', 'trust', 'familarity', 'efficiency', 'briskness'. The evaluation about four brand personality factors according to each internet shopping mall brands are statistically. significant excluding 'attraction'. The brand personality factors have influence on the brand loyalty. The ??values of the brand personality factors are 'attraction(.220)', 'trust(.214)', 'familarity(1.157)', 'efficiency(.284)', 'briskness(-.017)' among brands included in the study. Specially, effect of factor 'efficiency' on brand loyalty shows the characteristics as shopping mall brands. And the last, the brand loyalty of attitude level has influence on the brand loyalty of behavior level. These results show that it is important that marketers transmit brand personality as the characteristics of product category to consumers accurately and powerfully. This study presents an empirical findings to explain the brand personality and the relations between its factors and the brand loyalty. Key words: inlernet brand, internet shopping mall, brand personality, brand loyalty |
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