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.
초록· 키워드
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The present study conducted an empirical study to demonstrate the effect of customer-brand relationship commitment and brand loyalty on brand experience with focus on regional brand products. The results of this study are as follows. First, the study investigated the relationship between brand experience and customer-brand relationship commitment of which results revealed that individuals with higher perception of emotion, behavior, and intellectual experience as a sub-factor of brand experience were expected to have higher perception of belief and emotional relationship commitment. Furthermore, respondents with higher perception of sense, emotion, behavior, and intellectual as a sub-factor of brand experience were expected to have higher aspect of behavioral relationship commitment. Second, this research also conducted an empirical test to study the effect of customer-brand relationship commitment on brand loyalty of which results revealed that individuals with higher perception of belief, emotional, and behavioral relationship quality were expected to have higher perception of brand loyalty. These results indicated that municipal governments should make their efforts to provide various and differentiated experiences with their citizens away from limitation of cross-sectional characteristics of experiential products. Moreover, the municipal governments need to establish effective management strategies of relationship commitment as a source of consolidation of competitive power with respect to customer-brand relationship commitment.
목차
등록된 정보가 없습니다.
참고문헌 (32)
참고문헌 신청
Aaker, J / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34 (3) : 347 ~ 356
Brakus, J. J, / 2009 / Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? / Journal of Marketing 73 (3) : 52 ~ 68
Chang, P. L / 2006 / Building Consumer-Brand Relationship: A Cross-Cultural Experiential View / Psychology an Marketing 23 : 927 ~ 959
Fishbein, M. / 1975 / Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research / Addison-Wesley
Fournier, S / 1998 / Consumer and Their Brands: Developing Relationship Theory in Consumer Research / Journal of Consumer Research 24 : 343 ~ 373
Brakus, J. J, / 2009 / Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? / Journal of Marketing 73 (3) : 52 ~ 68
Chang, P. L / 2006 / Building Consumer-Brand Relationship: A Cross-Cultural Experiential View / Psychology an Marketing 23 : 927 ~ 959
Fishbein, M. / 1975 / Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research / Addison-Wesley
Fournier, S / 1998 / Consumer and Their Brands: Developing Relationship Theory in Consumer Research / Journal of Consumer Research 24 : 343 ~ 373
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