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초록·키워드 목차

This study seeks to examine the effects on brand attitudes of fastfood-store identity and self congruity in the Jeju region. Its implications are summarized as follows:First, as a result of the factoral analysis on brand identity, 6 groups of factors were finally organized. They were named as competent, interesting, sincere, feminine, intellectual and strong. Two groups of self congruity-related factors were found to be named as individual congruity and social congruity. A single group of factor was found under brand attitude to be named as brand attitude identically. Second, the effect on individual congruity of Jeju fastfood-store brand identity was examined. As a result it was found that sincere (204), intellectual (246) and strong (181) factors were found to affect individual congruity. Its effect on social congruity was analyzed and interesting (272), feminine (180) and strong (168) factors were found to have an effect on social congruity of the self congruity. Third, the effect on brand attitude of Jeju fastfood-store brand identity was investigated. Sincere (192) and intellectual (503) factors were found to affect brand attitude. The effect on brand attitude of self congruity via brand identity was examined herein and individual congruity (747) showed an effect on brand attitude. Thus appeared slightly different from brand personality factors and previous studies, targeting a distinct Jeju this point was to get the fat color segmentation and marketing materials that differentiate the existing research. #brand attitude #brand identity #Jeju fastfood stores #self congruity

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