브랜드자산 구성 확인모델 개발과 태도, 방문의도간의 구조적 관계에 관한 연구

• 영문명: Identification of Dimensionality of Brand Equity and Its Structural Relationships with Overall Brand Equity, Brand Attitude, and Revisit Intent: A Case Study of Family Restaurants
• 발행기관: 한국관광학회
• 저자명: 현용호 남장현 허향진
• 간행물 정보: 『관광학연구』제30권 제6호, 339~360쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.12.31

영문 초록

This article is to identify the dimensionality of four-dimension brand equity model suggested by Kim and Kim (2004) and Yoo and Donthu(2001) and examine the structural relationships between brand equity, overall brand equity, brand attitude and revisit intent. Though initially three dimensional brand equity was identified through EFA against two groups selected randomly from the same data, x2 difference test however showed that four dimensional brand equity model was found better than those of three dimensional models. Furthermore, multigroup factorial invariance analysis confirmed 4 dimensional brand equity as a general model. Most paths was found significant statistically except some causal variables.

목차

I. 서론

II. 이론적 배경

III. 연구모형의 설정 및 가설

III. 연구방법

IV. 분석결과

V. 결론 및 시사점

참고문헌

키워드

패밀리 레스토랑 브랜드자산 측정모델 브랜드자산 형성 모형 다중집단요인분석 카이자승차이 검증 family restaurant measurement model of brand equity model of brand equity formation multi-group factor analysis x2 difference test