Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
312
THE EFFECT OF IMAGE DIFFERENTIATION POSITIONING STRATEGY APPLYING SCHEMA 
THEORY TO THE AIRLINE 
Yumi Park 
School of Hotel and Restaurant Administration 
Oklahoma State University 
Stillwater, Oklahoma, USA 
and 
Hailin Qu 
School of Hotel and Restaurant Administration 
Oklahoma State University 
Stillwater, Oklahoma, USA 
 
ABSTRACT 
The purposes of this study are to examine the relationship between image differentiation positioning 
strategy and the schema theory, and to find how the schema theory influence on customers’ attitude and behavior. 
The K airline in Korea tried to plan the 'Image Differentiation Positioning Strategy’ in 2005, comparing the existing 
image to the new changed image in terms of five image attributes. It was found that the image differentiaton 
positioning strategy has an effect on the schema theory, which has two types of approach 
’Schema plus tag Model’
, 
and 
’Subtyping Model’
, and there is a difference between the schema theory and customers’ attitude and behavior. 
Key Words
: Image Differentiation Positioning, Schema Theory, Image attributes of Airline, Attitude, Behavior