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• W2040836262 abstract "The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers' brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (<TEX>${beta}$</TEX>=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers' brand identification (<TEX>${beta}$</TEX>=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability <TEX>${times}$</TEX> brand identification; <TEX>${beta}$</TEX>=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers' brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed." @default.
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• W2040836262 date "2011-02-28" @default.
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• W2040836262 title "Effects of Brand Personality-self Image Congruence on Customer Satisfaction in Quick Service Restaurants: Moderating Effects of Band Identification" @default.
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• W2040836262 doi "https://doi.org/10.9724/kfcs.2011.27.1.033" @default.
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