패밀리 레스토랑에서의 체험마케팅이 브랜드 태도 및 브랜드 충성도에 미치는 영향

• 영문명: The Effect of Experiential Marketing on Brand Attitude and Brand Loyalty in Family Restaurant
• 발행기관: 한국외식경영학회
• 저자명: 정수연(Chung Su Yeon) 서선희(Seo Sun Hee) 가정혜(Jung hye Angela Kah)
• 간행물 정보: 『외식경영연구』12권 2호, 229~252쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.04.30

영문 초록

The purpose of this study was to examine the effect of experiential marketing on brand attitude and brand loyalty in family restaurants. Specifically, this study intended to identify the dimensions of experiential marketing in the restaurant industry and to examine the relationships among experiential marketing dimensions, brand attitude, and brand loyalty. Results indicated that there were four dimensions of experiential marketing: ‘Emotional service’, ‘Act and Relate’, ‘Logo and Advertisement’, and ‘Physical envi- ronment’. ‘Emotional service’, ‘Act and Relate’, and ‘Logo and Advertisement’ had an positive effect on brand attitude. ‘Emotional service’ and ‘Act and Relate’ had a direct effect on brand loyalty. The implications of the results were discussed

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구조사방법

Ⅳ. 연구결과 및 분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Experiential marketing Brand Attitude Brand Loyalty Family Restaurant