항공사의 마케팅커뮤니케이션 활동이 브랜드 자산과 브랜드 충성도에 미치는 영향에 관한 연구

• 영문명: The Analysis of the Effect of the Influence of Activation of Airline Brand Equity through Marketing Communication on Brand Loyalty
• 발행기관: 관광경영학회
• 저자명: 서효원
• 간행물 정보: 『관광경영연구』제22권 제3호, 583~601쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.05.31

영문 초록

The purpose of this study was to provide the basic materials for activating marketing strategy with the analysis of the effect of the influence of activation of airline brand equity through marketing communication on brand loyalty. This study chose the population of passengers who used an airline at least more than once Within a year and a total of 307 questionnaires were used using convenience sampling. For the analysis of 307 data, frequency analysis were utilized to examine respondents demographics characteristics using SPSS 22.0 and Amos 20.0. Confirmatory factor analysis and correlation analysis for relationship among the variables were conducted after verifying a reliability analysis using the Cronbach's α. Finally, path analysis made for the verification of model suitability and the study hypothesis through structure equation modeling. The results of this study, obtained through these research procedures, are as follows: First, advertisement, word of mouth and public relations had significant influence on brand-image. Second, public relations had significant influence on brand-awareness. Third, brand-image and brandawareness had significant influence on brand loyalty

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론 및 제언

참고문헌

키워드

Marketing Communication Brand Equity Brand Loyalty Airline