항공사 이용객의 브랜드 동일시가 브랜드 로열티에 미치는 영향에 관한 연구

• 영문명: Effect of Brand Identification on Brand Loyalty for Flight Customers: Moderating Role of Trust and Commitment
• 발행기관: 한국관광학회
• 저자명: 김유경 이형룡 이원봉
• 간행물 정보: 『관광학연구』제31권 제1호, 309~326쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.02.28

영문 초록

This study focuses on the relationship between brand identification and brand loyalty in the airline industry. This research was conducted to investigate the moderating role of trust and commitment in the relationship of Brand Identification on Brand Loyalty. The results can be summarized as follows. (1) Brand identification may have a positive impact on trust and commitment. (2) Trust and commitment that act as mediators in building branding loyalty can have a positive influence on Brand Loyalty. (3) Brand identification may have a direct negative impact on trust and commitment. Considering these results, authors suggest that brand identification is essential for airline customers management.

목차

I. 서론

II. 이론적 배경

III. 연구설계

IV. 실증적 분석

V. 결론

참고문헌

키워드

브랜드 동일시 신뢰 몰입 브랜드 로열티 Brand Identification Trust Commitment Brand Loyalty