온․오프라인 구전이 브랜드 에쿼티와 재 방문의도에 미치는 영향에 관한 연구

• 영문명: The Influence of Customers' On/Off-Line Word of Mouth Activities on their Evaluation of Brand Equity and Revisit Intention: A Focus on Family Restaurants
• 발행기관: 한국관광학회
• 저자명: 임상현 김태희
• 간행물 정보: 『관광학연구』제34권 제7호, 61~83쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.10.31

영문 초록

Using the structural equation modeling, this study examined the influence of restaurant customers' on/off line word of mouth activities on their evaluation of brand equity and revisit intention. In this study, the brand equity was conceptualized with respect to the brand awareness, perceived quality and brand image. Data were conveniently collected from 353 people in Seoul on November 2008. Results from this study indicated that the customers' on-line and off line word of mouth activities made statistically significant effects on their evaluation on the brand equity of a restaurant. Results also showed that the customers' evaluation on the three dimensions of brand equity made significant influences on their revisit intention. Findings from this study, proved family restaurant customers' on/off line word of mouth activities as an important influence factor in establishing solid brand equity of a family restaurant

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

구전 브랜드 에쿼티 브랜드 인지도 브랜드 이미지 WOM Brand equity Brand awareness Brand image