무역전시회(Trade Show)의 브랜드충성도 결정요인에 관한 연구

• 영문명: Determinants of the Brand Loyalty of Trade Shows
• 발행기관: 한국통상정보학회
• 저자명: 이창현(Chang-Hyun Lee) 김수경(Soo-Kyung Kim)
• 간행물 정보: 『통상정보연구』제9권 제2호, 141~160쪽, 전체 20쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

Though the brand management of trade shows are increasingly important, there are few studies with this theme. This research studies what factors have an effect on the brand loyalty of trade shows. To this purpose, we conduct empirical study on the relationship among perceived quality, perceived value, image of the trade show with attendee s satisfaction and loyalty of trade show. The results of this study are as follows: (1) Perceived quality has a direct effect on perceived value and satisfaction of trade show and indirect effect on attendee s loyalty of the trade show. (2) Perceived value has a direct effect on attendee s satisfaction and indirect effect on attendee s loyalty of the show. (3) Trade show image has a direct effect on perceived value, attendee s satisfaction and loyalty of the trade show. Especially, image has the greatest effect on attendee s satisfaction and loyalty of the show. This means that the trade show image a critical variable in the brand management of the show.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 연구방법 및 결과분석

V. 연구의 시사점 및 결론

참고문헌

Abstract

키워드

trade show brand brand loyalty perceived value perceived quality satisfaction