시판 고추장 기업의 브랜드 진정성이 브랜드 신뢰, 브랜드 충성도에 미치는 영향

• 영문명: The Effect of Brand Authenticity on Brand Image and Brand Royalty in Gochu-jang Industry: Focusing on the moderating effect of product involvement
• 발행기관: 관광경영학회
• 저자명: 배화순 임현철
• 간행물 정보: 『관광경영연구』제22권 제2호, 47~68쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.03.31

영문 초록

This study intended to investigate the relationship between brand authenticity and brand trust, and further conducted exploratory research about whether product involvement has moderating effects on the relationship between brand authenticity and brand trust. And it intended to identify the effects of brand trust on brand loyalty by performing empirical analysis. To achieve the above purposes, this study analyzed 417 consumers who had the experience of purchasing and using the brand product of a commercial gochu-jang(red chilli paste) enterprise. The analysis of the data showed the following three characteristics. First, as a result of the exploratory analysis of the relationship between the brand authenticity (originality, consistency, and traditionality) of the commercial gochujang enterprise and its brand trust, it was found that brand authenticity has significant effects on brand trust. Second, as a result of the exploratory analysis of the relationship between the brand trust of the commercial gochu-jang enterprise and its brand loyalty, it was found that brand trust has significant effects on brand loyalty. Third, it was confirmed that the interaction term between brand traditionality, among sub-factors of the brand authenticity of the commercial gochu-jang enterprise, and product involvement has significant explanatory power over brand trust. Overall, the findings of this study suggest that brand authenticity has significant explanatory power as a variable that explains brand trust. And it may be said that this study has theoretical value in that it was the first attempt that can identify the moderating effects of product involvement on the relationship between brand authenticity and brand trust.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Gochu-jang Industry Brand Authenticity Brand Trust Brand Royalty Product Involvement