브랜드 경험, 브랜드 애착, 브랜드 충성도의 관계

• 영문명: The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop
• 발행기관: 한국관광학회
• 저자명: 김영국 남장현
• 간행물 정보: 『관광학연구』제36권 제8호, 249~267쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.10.31

영문 초록

This study was to identify the relationship among brand experience, brand attachment, and brand loyalty in coffee shop. The reason why the brand experience, brand attachment and brand loyalty constructs, are used as research questions is that they are fundamental elements that marketers use to design and communicate brand and communications strategies for both themselves and their customers. In particular, this study focused on showing the role of brand experiences including sensory experience, emotional experience, and intellectual experience which have a significant effect on brand attachment and brand loyalty. To achieve the objectives of this study, data collection is through a personally administered questionnaire, and a total of 250 questionnaires were collected from customers who frequently visited coffee shops. Excluding missing data, 193 usable data were analyzed. As the result, sensory experience and emotional experience have a significant effect on brand attachment and brand loyalty. Implications, limitations and future research directions of the study were also discussed.

목차

I. 서론

II. 이론적 배경

III. 연구내용 및 방법

IV. 연구결과

V. 결론 및 제언

참고문헌

키워드

브랜드 경험 브랜드 애착 서비스 마케팅 경험 마케팅 Brand experience Brand attachment Services marketing Experiential marketing