바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

Vol.14 No.5

Oh, Hyo-Sung ; Tak, Jin-Kook pp.5-16 https://doi.org/https://doi.org/10.15722/jds.14.5.201605.5
초록보기
Abstract

Purpose - This study was to empirically validate the mediating roles of psychological ownership and learning goal orientation in the relationships of managerial coaching behaviors and organizational citizenship behaviors/creative behaviors of employees. Research design, data, and methodology - A total of 270 employees in the Korean distribution industry were surveyed on-line, and the results were analyzed using confirmatory factor analysis and structural equational modeling. Results - The study confirmed prior research results that managerial coaching behaviors were related positively to employees' psychological ownership and learning goal orientation, both of which were associated positively with their organizational citizenship behaviors and creative behaviors respectively. It revealed the complete mediating effect of psychological ownership between managerial coaching and organizational citizenship behaviors and that of learning goal orientation between managerial coaching and creative behaviors. Conclusions - Psychological ownership was found to play an important role in the relationship between managerial coaching behaviors and organizational citizenship behaviors. It gives some practical implication regarding the higher turn-over intention rate of the distribution industry, in that promoting psychological ownership through managerial coaching behaviors could reduce the turn-over intention rate.

Seo, Dae-Sung ; Kim, Seung-Ryeol pp.17-26 https://doi.org/https://doi.org/10.15722/jds.14.5.201605.17
초록보기
Abstract

Purpose - The E-convergence economy is requested with the economic change of the diverse energy supplies, according to the exploits of Shale gas. By analyzing the electric energy supply and demand in accordance with the various cases, it has proved indirectly to create a convergence economy. Research design, data, and methodology - The research design would make realize its potential change with which government or companies have focused on the energy objection between Shale gas and Electric vehicles. Results - The paper suggests that Shale gas has expanded with the emphasis on the Electrical convergence economy or EVs. Due to these results, they also show why it should not be delayed in the development of shale gas and electric vehicles at the same time. Conclusions - All this is from the reason of opening the E-convergence economy over time. It is required that Korea should prepare E-convergence economy. Public regional energy should be present through the consistent selection of development for energy linking E-economy and E-trans distribution.

Kim, Sang-Su ; Lee, Jeong-Hwan pp.27-37 https://doi.org/https://doi.org/10.15722/jds.14.5.201605.27
초록보기
Abstract

Purpose - Prior theories expect a lower marginal value of cash for weak governance firms. To test this hypothesis, we examine the relationship between corporate governance structures and marginal cash values in Korean retail firms. Research design, data, and methodology - We estimate marginal cash values based on the model of Faulkender & Wang (2006). The retail firms listed in Korean Stock Exchange from 2005 to 2013 are analyzed. Corporate governance scores are provided by Korean Corporate Governance Services. Results - We show a higher marginal value of cash for the weak governance retail firms in terms of total governance score. Our analysis on a detailed set of governance scores generally confirms this tendency. Yet, a higher marginal cash value is obtained for the firms with better board structures and dividend policies. Conclusions - Our findings argue against the agency view of cash policy predicting a negative relationship between corporate governance scores and marginal cash values. A low marginal value of cash, widely observed in the sample firms, also supports severe resource diversion problem in Korean corporations.

Park, Chan-Joo ; Chang, Ji-Hyun pp.39-50 https://doi.org/https://doi.org/10.15722/jds.14.5.201605.39
초록보기
Abstract

Purpose - The purpose of this study was to substantiate the relationship between on-the-job training (OJT) characteristic factors and OJT outcomes and the moderating effect of the tie strength between a trainer and a trainee on the relationship. OJT characteristic factors were composed of a unit of work to be learned, trainee's motivation, trainer's ability, OJT design, and OJT support. OJT outcomes included job satisfaction and organizational commitment in the research. The tie strength means a sense of intimacy with a trainer. All of the OJT characteristic factors, OJT outcomes, and the tie strength were defined operationally as the perceived ones by a trainee. Research design, data, and methodology - This study analyzed the data of 302 employees in a domestic travel agency as early career for seven years or less. The main methods for the analysis were multiple linear regression analysis and moderating effect analysis. The whole process of the data analysis was conducted using the SPSS 21.0 for windows. Results - The results of the study are as follows: First, every five element of OJT, including unit of work to be learned, trainee's motivation, trainer's ability, OJT design, and OJT support, showed positive influence on OJT outcomes - job satisfaction and organizational commitment. Second, the tie strength between a trainer and a trainee was positively related with OJT outcomes. Finally, the strength of ties between the trainer and the trainee was found positively to moderate the relationship of a unit of work to be learned, OJT design, or OJT support, with OJT outcomes. However, the moderating effect of the tie strength was not significant statistically between the trainee's motivation or the trainer's ability, and OJT outcomes. Conclusion - In the study, it was demonstrated that every OJT characteristic factors have a positive contribution to job satisfaction and organizational commitment for early career employees. In addition, the study showed the need to pay attention to improve the quality of relationships between trainers and trainees, in order to increase the impact of a unit of work to be learned, OJT design, and OJT support. These findings suggest the implications in the three factors as external factors that constitute OJT. The three factors are made by HRD practitioners who are involved in design and operation of the program as well as their interventions to improve the quality of the relationship between trainers and trainees. On the other hand, it was demonstrated in the research that trainee's motivation and trainer's ability, regardless of their tie strength, have a direct impact on OJT outcomes by itself. Moreover, the trainee's motivation and trainer's ability are intrinsic characteristics, rather than external factors that constitute OJT. Therefore, they are unlikely to be changed by HRD practitioners' interventions. In conclusion, it was argued in the research that the trainee's motivation and trainer's ability should be a consideration in selecting and matching partners in OJT participants before starting OJT.

초록보기
Abstract

Purpose - In the year of 2015 and 2016, one of the items that got attention in CES was a drone. It has been 100 years since a drone emerged, but most were used for military purposes. As its use became diverse as of 2010, it got attention of the general public. In Korea, it was in 2011 that a drone was known to the public through an aerial video shooting for television program. This study tried to come up with suggestions by comparing domestic with overseas cases, and tried to consider the related technologies and systems with applying the role of drones in logistics service. Research design, data, and methodology - The overseas cases were regarded as drone's logistical purpose. The Prime Air service by US Amazon is still not commercialized and under pre-testing due to Federal Aviation Regulations, although it started in 2013. In Germany, DHL succeeded in delivering service testing which is called Parcelcopter, but it is not commercialized yet. Other than these, there are more attempts to prepare logistics service in China with Taobao, in France with Geopost's test, and in Africa. In Korea, CJ Korea Express tested delivery with a self-developed drone Results - In order to study for utilizing drones for logistics as the prerequisites, some overseas and domestic cases, which are currently considered, were reviewed. Also, the technologies and institutional requirements to commercialize drones for logistical purpose were reviewed. The reasons for using drones in logistics is to ensure the price competitiveness by reducing cost. The empirical test also will be needed because drone pilot areas are designated by ministry of land, infrastructure and transport. Conclusions - In order to utilize drones in logistics and foster the industry, this study would like to suggest the followings. First of all, size of drones for logistics needs to be fixed and their operating system should be standardized. Centralized investment resources are needed through standardization to ensure the market occupancy. Secondly, it is necessary to get the converged businesses that do research, develop and commercialize drones with the investment of private sector. Example can be found in Korea aerospace Industries. We can respond to the rapid growth of the market with intensive investing by integrating the private sector investment. Thirdly, institutional arrangements are needed to be established quickly. In the case of high-technologies like drones, institutional support often does not follow the rapid development of the technology. The problems can be found in securing drones-only airspace, creating drone-specialized pilot's license, matters related to remote controller and complementary regulations for drones in Aviation Act. If these regulations are not prepared or complemented at the right timing, technologies cannot be commercialized even though the development is completed. Fourthly, there is a need to secure the transparency regarding possible privacy and personal information protection problem while operating drones. Finally, in order to foster this new industry, government should focus on supporting R&D more in the long term than short term outcomes.

Kim, Tae-Hoon ; Kim, Bo-Young pp.59-70 https://doi.org/https://doi.org/10.15722/jds.14.5.201605.59
초록보기
Abstract

Purpose - The objectives of this study are described as following. First, the study will establish the concept of Brand Values of Environmentally-friendly agricultural product through theoretical discussion. Second, it shows the effects of Environmentally-Friendly Agricultural Products brand value on Brand Satisfaction, Brand Trust and Brand Loyalty by empirical investigation. Third, in order to provide the methodology of brand development, literature regarding and questionnaire survey were used such as Environmentally-Friendly Agricultural Products Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty. Based up on the results, the research estimates consumers' relative priorities of Environmentally-Friendly Agricultural Products Brand Value factors in purchase. This research also suggests the consumer oriented new brand development and the progressive direction for the successful launching of Korean Environmentally-Friendly Agricultural Products Brand. Research design, data, and methodology - Because the relative literatures reviewed regarding not only each factor but also the relationships among them, Brand Value was categorized into 4 dimensions: Emotional, Social, Functional, and Epistemic Value. Then, Brand Loyalty was added as an outcome variable and Brand Satisfaction, Brand Trust were also added as mediators. The proposed research model and 13 hypotheses were created and 23 measurement items were developed. A face-to-face questionnaire survey with items concerning the Brand Value of Environmentally-Friendly Agricultural Products is conducted to housewives in metropolitan area in May 2016. Respondent answered about Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty in preferred Environmentally-Friendly Agricultural Products. 333 copies of the questionnaire were collected and analyzed using SPSS 21.0 and AMOS 20.0 to determine the reliability and validity of the measurements. Results - From the confirmatory factor analysis and a structural equation modeling, the outcomes of these studies were as follows; (1) Three Brand value dimensions, i.e. Emotional Value, Social Value, and Epistemic Value had a significant and positive impact on Brand Satisfaction, but Functional Value did not. (2) Social Value also had an impact on Brand Trust, (3) Brand Satisfaction significantly affected Brand Trust, and Brand Trust influenced on Brand Loyalty, and (4) Brand Satisfaction were perfectly effective in mediation between Emotional Value, Epistemic Value and Brand Trust, and it also partially mediated between Social Value and Brand Trust. Conclusions - According to the result of consumer research on Environmentally-Friendly Agricultural Product brand, 3 dimensions of brand value affected brand satisfaction, and especially Social Value was a significant positive dimension. So, marketers should concern about value proposition of Environmentally-Friendly Agricultural Product to consumers by using premium package design, store identity, and distinctive product. Consumers wanted to get self-esteem, self-regard, and high social position by purchasing it. This study has academic and practical significance, so the findings can be applied to a wide range of brand management strategies. However, there are some limitations; 1) limitation about development of new brand value dimensions, 2) limitation about gender in the area of respondents. Future research should be done with wide range of respondents.

Song, Jang-Gwen ; Park, Kyung-Hye pp.71-80 https://doi.org/https://doi.org/10.15722/jds.14.5.201605.71
초록보기
Abstract

Purpose - In case of automobile parts, there has been a lot of progress in the study on supplier development plans and SCM in industrial progress study as well as on the relationship between ERP and SCM. But supplier development program providers have researched on SCM performance in accordance with the interests of the supplier development program most, thus, buyers were knowledgeable about the earlier program performance. Therefore, the purpose of this study is to prove correlation factor, supplier factor, purchaser factor affecting SCM performance and ERP activating diffusion through the process of supplier development. Supplier development maturity formation model is considered important variables as mediators related to the procedure. Finally, the performance formation model of the supplier development maturity through supplier development factor would be presented as the outcome of this study. Research design, data, and methodology - Data gathering was as follows: questionnaires were delivered to 87 companies that have business connection with H Company. The empirical research to test our hypothesis was grounded on statistical analysis (adapting SPSS 19.0 & AMOS 19.0). The hypothesis is that the supplier development factor variables consist of correlation factor, supplier factor, purchaser factor, and have non-negative effects on the next variables: mediators such as supplier development maturity; and the supplier development maturity variables have a positive effect on the next variables: ERP activating diffusion, ERP activating diffusion has a non-negative effect on supply chain performance. We experimented the hypothesized model using path analysis with latent variables. Results - First, it was known that cooperation <H1>, reliability <H2>, comprehension on the purpose of SDP <H3>, adaptation of change <H4>, knowledge transfer program <H5>, have significant positive effects on supplier development maturity. Second, supplier development maturity has positive effects significantly on ERP activating diffusion <H6>. Finally, the causal relationships from ERP activating diffusion to SCM performance <H7> were significantly accepted. Its significance, as through the hypotheses, presented a structural model for the elaboration, suppliers develop maturity, and ultimately SCM performance that affect ERP leveraging spread beyond the concept of maturity of information system. Therefore, it was a mainstay of research on the existing ERP has they believed. Conclusion - First, with the fast changes in business circumstances, company should get the right information to implement SCM appropriately. For successful SCM, firms should understand the supplier development maturity formation and ERP activating diffusion. Second, supplier development factor has significant effects on supplier development maturity. Third, mediator such as supplier development maturity significantly affects ERP activating diffusion. Finally, ERP activating diffusion has significant impacts on SCM performance. This study makes a meaningful contribution to further appreciation on how supplier development maturity formation affects SCM performance. This study shows implications. First, there would not have been dealt with introducing the concept of supplier development maturity. Second, through empirical analysis and provider factors, the providers will develop the maturity that affect interactive factors between purchaser and supplier.

초록보기
Abstract

Purpose - Prior researches have empirically focused on the effect of management consulting quality and consultant capability on entrepreneurial firms' performance. This study, however, focused on investigating the moderating role of absorptive capacity and resource capability between management consulting and entrepreneurial firms' performance. So, this study investigated the relationship among consulting quality, consultant capability, absorptive capacity, resource capability, and entrepreneurial firms' performance from the resource based view (RBV). Especially, this study focused on the mediating role of absorptive and resource capability in relational structure of entrepreneurial firms' dimensions. Research design, data, and methodology - In this study, research hypotheses and model are established by the prior researches from the fields of strategic management and entrepreneurial behavior. Concretely, H1~H4 are the relationship between consulting (consulting quality, consultant capability) and innovation (absorptive capacity, resource capability); H5 is the relationship between absorptive capacity and resource capability; and H6~H7 are the relationship between innovation (absorptive capacity, resource capability) and management performance. The data was collected 207 copies from entrepreneurial firms in South Korea. These firms were established in January 2014 and maintained by November 2015 in high-tech industry. The questionnaire was consisted of five dimensions; consulting quality, consultant capability, absorptive capacity, resource capability, and management performance. Each dimension measured multi items on a 5-point Likert scale. The hypotheses and research model are analyzed using structural equation modeling (SEM) with AMOS 22. Results - The results of this study are as follows. 1) Consulting quality significantly influenced on the absorptive capacity of entrepreneurial firms. 2) But, consultant capability did not influence on the absorptive capacity of entrepreneurial firms. 3) Consulting quality and consultant capability significantly influenced on the resource capability of entrepreneurial firms. 4) Absorptive capacity significantly influenced on the resource capability of entrepreneurial firms; 5) Absorptive capacity did not significantly influence on the management performance of entrepreneurial firms. 6) Resource capability, however, significantly influenced on the management performance of entrepreneurial firms. By these results, absorptive capacity of entrepreneurial firms had a mediating role partly among consulting quality, consultant capability, and management capability. The resource capability of entrepreneurial firms had a mediating role among consulting quality, consultant capability, and management capability, perfectly. Conclusions - According to this study, the high level of consulting quality and consultant capability may enforce the resource capability of entrepreneurial firms. It means, practically, that external knowledge is a driver for innovation, and then the innovation effects on the management performance of entrepreneurial firms. So, at the initial stage, the management consulting programs are very important to entrepreneurial firms and should be conceived as an essential element. This study may contribute to the advancement of academic in field of new start business, small business, or venture business based on resources, especially the role of absorptive capacity and resource capability between consulting programs and management performance. However, this study has some limitations. They are the measurement of consulting quality's items, cross-sectional research, and the limitation of concept and industry.

Shin, Hye-Young ; Kim, Oh-Woo pp.91-96 https://doi.org/https://doi.org/10.15722/jds.14.5.201605.91
초록보기
Abstract

Purpose - Although various studies have been conducted on the stress of service employees, there are still lack of studies regarding job stress and job satisfaction of call center workers. Especially there are quite few studies on the job stress according to employment type. This study focused on job stress and job satisfaction for call center employees and the correlation between the two factors and aimed to provide basic materials for seeking for the plans to reduce job stress and improve job satisfaction. Research design, data, and methodology - Frequency, percentage, and mean value were calculated through descriptive statistics in order to find out demographic characteristics, level of job stress, and job satisfaction. Differences in job stress according to employment type were calculated by using one-way ANOVA. Correlation between job stress and job satisfaction were identified through empirical analysis with Pearson's correlation coefficient. 150 materials were used for final analysis. The collected materials were analyzed to get statistics by using SPSS 20. Results - First, as for the job stress of call center workers, overall mean value was 2.54 in 4-point scales. Among the six sub-factors, job demands had the highest score, which was 2.67. Second, as for the job stress according to employment type, others showed higher score than mean value followed by contract job and full-time job in that order, in terms of job insecurity and organizational system. In terms of inappropriate remuneration, contract job showed higher score than mean value followed by others and full-time job. Third, as for the satisfaction with job, the mean value was 2.37 in 4-point scale and "very much satisfied" was only 3.3%. Lastly, in terms of job stress and job satisfaction, all sub-factors except for job demands showed significant correlation. The more job stress increased, the more job satisfaction decreased. Conclusions - First, as a result of analyzing job stress according to the employment type of call center workers, job stress increased more when the employment type was not full-time. Therefore, it was assumed that self-rescue efforts should be followed for effective employment management of call center business where contract employment takes most part as well as efforts to transfer them to full-time job. Second, decrease in job satisfaction of call center workers may affect the performance of an organization as well as service quality of the company providing the service. Therefore, various supports are required to decrease job stress and increase job satisfaction for call center workers through the expansion of rest area or break time. Third, I could recognize that there were lack of academic research on call center business in the whole service industry. Therefore, further research should be conducted more actively in the future. In particular, this study has special significance in the aspect that there were few studies on the job stress of call center workers according to employment type.

초록보기
Abstract

Purpose - Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products. At present, China market has some problems due to its rapid growing. However, empirical research or academic approach to social commerce has not been made enough. So, it is important for Chinese social market to develop and enlarge the customers with stability under the reliability and satisfaction. Also it is important for them to have repurchase intention. Nowadays, it is necessary to find the factors on customer satisfaction and trust, whereas consumers' dissatisfaction and unreliability are increasing on social commerce recently. In addition, researches on social commerce have been actively pursued by a variety of domestic and foreign scholars. However, researches on social commerce and Chinese market are short of, and they have some limitations because of the rapid growth of the market even though it is the early stage. The current situation requires researches on consumers' repurchase intention for continuing growth in the future according to the growth of Chinese social commerce. Research design, data, and methodology - The literature and the empirical studies are combined in order to achieve the purpose of the study. Deriving social commerce features and consumer properties as factors affecting the repurchase intention through the literature, and these factors have modeled a series of assumptions about the impact on satisfaction and trust, and have established hypotheses to verify them. The survey which is conducted to test the hypothesis and questionnaires are derived based on the variables discussed in the previous study. Appropriate measures were developed and tested on 227 respondents in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by SPSS 23.0 and Amos 23.0. Results - Research results about social commerce characteristics and factors affecting the repurchase intention are presented to Chinese market companies that adopt business models and consumer characteristics. In addition, this study focuses on the characteristics of social commerce, from two-dimensional characteristics of the consumer satisfaction, trust and the impact on the repurchase. Therefore, social commerce features and consumer properties based on the results of this study may lead the strategic implications that may increase the repurchase intention. Conclusions - The classification reviewing the previous findings related to social commerce and social commerce features affects social commerce repurchase (price discount, interactivity) and consumer characteristics (impulsivity, innovation, collectivism). It affects repurchase on factors and analyzes empirically. The empirical results identify major characteristics (social commerce characteristics, attributes) that affect the repurchase intention, and give the practical implications as well as the business strategies that are able to enhance social commerce repurchase consumers. Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products.

초록보기
Abstract

Purpose - Loading can decrease the productivity due to the possibility of carrying out with the opposite order of storage in container terminal. When the container is to be taken out, it is needed to move the container stacked upon the container to be carried out to other place temporarily. It is called as rehandling. Remarshalling, with the loading plan, is the arranging the containers before the ship arrives in order to avoid the rehandling during the carrying out. The present study tried to find out the factors affecting the efficiency when building the remarshalling plan with the utilization of neighboring storage space as a outer slot, and analyzed the efficiency of several remarshalling algorithms with the combination of those factors. Research design, data and methodology - The present study used, when the remarshalling plan is prepared for utilizing the outer slot, the simulation methods in order to compare the efficiency of the remarshalling algorithms which made with the factors affecting the efficiency. The factors affecting the efficiency are the method of making the child node, method of arrangement, and possibility of application of FIX. In order to analyze the affecting factors on the efficiency, several algorithms are prepared with the combination of production of the child node and the arrangement method with the availability of FIX application. With this algorithm, the effect of the factors on the efficiency after building up of remarshalling plan with the target on the bay with 10 rows, 8 columns, and 10 indices. Results - The method of rearrangement and making of a child node as the factor affecting the efficiency of remarshalling utilization of the outer bay were studied. It is efficient to combine the method of making a child node with MCS in order to reduce the number of moving the containers. For reducing the time in carrying out, it was found that all arrangement methods should be combined with RCS for the efficiency. The result of experiment shows the application of FIX with good result in case of succession ratio. In addition, when FIX was not applied, all of the most combinations resulted in short time in remarshalling. As a result, it can be concluded that the algorithm with proper combination of making the child node and the arrangement can increase the job efficiency based on the importance. Conclusion - The present study suggested and analyzed the algorithms with the combination of the arrangement method, the making of child node, and FIX. It is needed to develop the algorithm to judge the possibility whether the best remarshalling plan can be built or not within the bay in order to find a better method between the two cases such as within the bay and outer the bay. As a method for extending the study on the factors affecting the efficiency, it is possible to find out the way to build the remarshalling plan within the permitted time under any storage situation.

초록보기
Abstract

Purpose - Nowadays the competition between companies has been intensified in the aviation industry. It is hard to maintain successful market share in challenging managerial environment. Not long ago, a Korean major aviation company had faced social condemnation cause of managerial staff's immoral behaviors. That company suffers great losses in company brand value in terms of authenticity as an aviation company. This research tried to show the effect of brand authenticity in the aviation industry. First of all, this research tried to define the dimensions of the brand authenticities based on the former researches. This research suggested the airline brand authenticities as three kinds of dimensions. The dimensions of authenticities consist of performance aspects, symbolic aspects and moral aspects. And this research also tried to show the relationships between brand authenticities and consumers attitudes. Research design, data and methodology - The empirical research design is based on the experiments with six types of advertisement prototypes. The advertisement prototypes were based on three types of authenticities' characteristics. The prototypes were made of core statements about each authenticity. And the advertisement prototypes also were based on the aviation company types. The types of aviation companies could be divided into FSC(full service carrier)and LCC(low cost carrier). So the whole experiments were performed with six kinds of advertisement prototypes(3 brand authenticities X 2 aviation company types). The age of participants were from 20s to 40s. The proportion of participants' demographics are as follow. Age proportion is 50% of 20s and 50% of 30s and 40s. Gender proportion is 46% males and 54% females. The experiments performed through mobile devices. Advertisement prototypes were exposed to the participants through their mobile devices, and they answered the questionnaires. All the process of experiments were performed by a professional research firm to maintain the quality of data. Results - This research suggested some important outcomes as follow. First, brand authenticity had an important role to make a positive consumer attitude on the aviation company. All the three types advertisement of authenticities had a positive impact on the consumer attitude for the aviation company. Second, the three types of brand authenticities in the performance aspects, symbolic aspects, and moral aspects had a major impact on the consumers attitudes. The performance authenticity had the biggest effect on the consumer attitudes. Third, the types of aviation companies like FSC and LCC had a different correlation with types of authenticities. All the types of authenticities affected on the consumers attitudes in the FSC case. The symbolic authenticity had the biggest effect in the FSC case. But the performance authenticity showed the most striking effect in the LCC case. Conclusion - From this research, we can get a conclusion. The brand authenticity of aviation company should be managed carefully to maintain a positive brand image and consumers attitudes. And airline brand authenticities can be consist of three type dimensions. All the types of authenticities affects on the consumers attitudes positively. The symbolic authenticity affects more in the FSC case, and the performance authenticity influences more in the LCC case.

The Journal of Distribution Science