럭셔리브랜드경험이 럭셔리브랜드충성도에 미치는 영향

• 영문명: The Effects of Brand Experience on Brand Loyalty in Luxury Brand Purchase Settings: Causal Roles of Brand Image and Brand Love
• 발행기관: 한국무역연구원
• 저자명: 최철재
• 간행물 정보: 『무역연구』제19권 제1호, 413~429쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand love. Brand image also influenced brand love and brand loyalty, and brand love influenced brand loyalty. Brand love was partially intermediated by the relationship between brand image and loyalty. Research Implications – Marketing managers of luxury brands should encourage customers to experience brands through sensory institutions, strengthen brand image, and help customers feel special and favorable feelings about the brand. In addition, by providing accurate information on luxury brands to stimulate intellectual curiosity and imagination, it is necessary to implement a brand strategy that induces strong attachment to the brand, and strengthens brand love.

목차

Ⅰ. 서론

Ⅱ. 이론적 선행연구 및 연구가설의 설정

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론 및 논의

References

키워드

Luxury Brand Experience Brand Image Brand love Luxury Brand Loyalty