확장브랜드의 관계마케팅 활동이 확장브랜드의 이미지, 태도, 충성도에 미치는 영향에 관한 연구

• 영문명: The Effectiveness of various extension brand marketing activity on image, attitude and loyalty of extension brand: Focused on Foodservice Industry
• 발행기관: 한국외식경영학회
• 저자명: 박은아(Park Eun A) 권금택(Kwon Kum Tack)
• 간행물 정보: 『외식경영연구』12권 2호, 253~274쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.04.30

영문 초록

This research tries to analyze effectiveness of various extension brand marketing activity on image of extension brand, attitude of extension brand and loyalty of extension brand. The results of the statistical analysis were as follows. First, relationship between marketing activity of extension brand and image of extension brand(H1) shows path-coefficients value of 0.49, and t-value of 8.08. Second, relationship between marketing activity of extension brand and attitude of extension brand(H2) shows path-coefficients value of 0.23, and t-value of 3.91. Third, relationship between marketing activity of extension brand and loyalty of extension brand(H3) shows path-coefficients value of 0.41 and t-value of 6.75. This shows that according hypothesis is supported by approving there is significant effective relationship.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

Extension brand marketing activity Image of extension brand Attitude of extension brand Loyalty of extension brand