브랜드 자산, 태도, 재방문 의도간의 구조모형분석

• 영문명: The Comparative Study of Structural Relationships between Brand Equity, Attitude, Visit Intention Models among Domestic Family Restaurants
• 발행기관: 한국외식경영학회
• 저자명: 현용호(Hyun Yong Ho) 남장현(Nam Jang Hyeon)
• 간행물 정보: 『외식경영연구』11권 1호, 33~54쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.03.31

영문 초록

The purpose of this study is to develop the brand equity formation model by examining the structural relationships among four dimensions of brand equity, attitude and visit intention. To achieve the purpose, four groups (i.e., Outback steak house, TGIF, Vips and others),visiting domestic family restaurants, were compared by applying the brand equity formation model to each group. Physical service quality and overall service quality were verified as different constructs rather than the same one through exploratory factor analysis and confirmatory factor analysis. In addition, brand association and awareness were identified as the same construct as suggested by Yoo & Donthu(2001). Therefore, The components of the brand equity consist of physical service quality, brand associations/awareness, overall service quality and brand loyalty. Brand attitude and visit intention were used for consequences of the brand equity. Multiple group analysis was undertaken to compare four groups, regarding the examination of structural relationships. it was found that significant paths were different between groups.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형의 설정 및 가설

Ⅳ. 연구방법

Ⅴ. 분석결과

Ⅵ. 결론 및 제언

참고문헌

키워드

Family restaurants Brand equity formation model Brand marketing