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


Conceptual model for measuring positioning differentiation



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CONSUMERS ENVIRONMENTAL CONCERN IN THE L

Conceptual model for measuring positioning differentiation
 
 
METHODOLOGY 
Experimental Design 
In order to explore the relationship between Image differentiation positioning strategy and schematic 
process, experimental design in this study was conducted by the customers who answered the Questionnaire about 
image differentiation positioning strategy which compared previous existing images to new changed image items in 
the K airline report. In the questionnaire, the five items referring to Image Differentiation Positioning were based on 
the internal report of K airline and literature review about image attributes of airlines (Park, Robertson, & Wu, 2004; 
Chang & Yeh, 2002; Yoo, 1996), schema theory (Sujan & Bettman, 1989), and customers’ attitude and behavior 
(Engel & Blackwell, 1982). To identify the difference of customers’ schematic processes, the survey was conducted, 
showing the colored pictures in order to compare previous existing image to new changed image item. 

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