지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2013.5
- 수록면
- 81 - 105 (25page)
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Various research of brand attachment has been conducted, but the existing studies only focus on to identify independent and dependent variable of product brand attachment. As for service brands, brand attachment is more important because emotional aspects of service is considered significant compared with the tangible product brand. So this research will investigates the service brand attachment.
This study focuses on the process of how the Customer Relationship enhancing Activities affect the brand attachment and Customer Relationship enhancing Activities are conducted by corporation and employee. Specifically this study anticipates that two subjects of corporation and employee concerning Customer Relationship enhancing Activities influence the each self connection, and positive effect on corporation?self connection and employee?self connection transfer to brand?self connection which leads to brand attachment. In these causal relationships, the type of service and gender difference would have the moderating role.
This study focuses on the process of how the Customer Relationship enhancing Activities affect the brand attachment and Customer Relationship enhancing Activities are conducted by corporation and employee. Specifically this study anticipates that two subjects of corporation and employee concerning Customer Relationship enhancing Activities influence the each self connection, and positive effect on corporation?self connection and employee?self connection transfer to brand?self connection which leads to brand attachment. In these causal relationships, the type of service and gender difference would have the moderating role.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 가설설정
Ⅳ. 연구방법
Ⅴ. 실증분석
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UCI(KEPA) : I410-ECN-0101-2016-325-001759030