커피전문점의 브랜드 진정성이 브랜드 만족에 미치는 영향

• 영문명: The Effect of Coffee Shop Brand Authenticity on Brand Satisfaction–Focusing on the Mediating Effect of Brand Personality and Moderating Effect of Brand Loyalty
• 발행기관: 한국해양관광학회
• 저자명: 이하정 장서진
• 간행물 정보: 『해양관광연구』제16권 제1호, 157~175쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

In order to study the brands of domestic coffee shops that are competing fiercely even in the COVID-19 situation, 203 university students in the metropolitan area were surveyed to investigate the relationship between brand authenticity, brand personality, brand loyalty and brand satisfaction of coffee shops perceived by consumers. analyzed. Accordingly, there is a close correlation between brand authenticity and brand satisfaction, brand personality and brand loyalty of coffee shops. It was found that it plays a full mediating role in. These results suggest that coffee shops can target the MZ generation by reducing the dependence of consumer loyalty in order to secure brand competitiveness and developing a trendy brand personality that can be differentiated from other brands. In the future, a follow-up study will be conducted through a comparative survey of coffee shop brand differences with the diversity of survey subject study aims to analyze present situations and issues of green tourism and fishery village stay program and develop systematically value-added farm and fishery village stay programs. Based upon field study and survey this study tried to develop a fishery village stay program. This study contributes regional balanced development by proposing differentiated tourism program in Namhae region and contributes to promote related studies by suggesting advanced skills in establishing policies on farm and fishery village stay program.

목차

Ⅰ. 서론

Ⅱ. 이론적 연구

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론과 제언

참고문헌

키워드

브랜드 진정성 브랜드 만족 브랜드 개성 브랜드 충성도 Brand authenticity Brand satisfaction Brand personality Brand loyalty