패밀리 레스토랑의 브랜드개성이 감정,고객만족, 그리고 충성도에 미치는 영향: Outback과 VIPS의 비교

This study was to identify the relationships between the dimensions of brand personality, customers’ emotion, satisfaction, and loyalty. For this purposes the author established the several hypotheses. The data was collected from 150 visitors of OUTBACK and 150 ones of VIPS and analyzed with SPSS 12.0 and Amos 5.0. The result and summary are as follows. First, brand personality consisted of five dimensions of sincerity, excitement, competence, sophistication, and ruggedness. Second, in the relationship between the brand personality and positive emotion, brand personality of sincerity, excitement, competence, sophistication, had significant positive effect on positive emotion. But, ruggedness had significant negative effect on positive emotion. Third, in the relationship between brand personality and negative emotion, sincerity excitement had negative affect in negative emotion. But, ruggedness had positive affect in negative emotion. Fourth, the positive emotion and negative emotion had significant affect satisfaction, and loyalty. Finally, in the relationship between customer satisfaction and loyalty, satisfaction had positive affect on loyalty. At the end of this paper, the managerial and theoretical implications and limitations and further research directions were suggested.