외식프랜차이즈 커피전문점의 브랜드체험요인이 브랜드태도와 행동의도에 미치는 영향

• 영문명: The Influences of the Brand Experiences on Brand Attitude and Behavioral Intention in Franchise Coffee Shop: A Focus on the Moderating Role of Brand Familiarity
• 발행기관: 한국관광학회
• 저자명: 김성범 권기준
• 간행물 정보: 『관광학연구』제38권 제4호, 311~332쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.05.31

영문 초록

This study is the influences of the brand experiences on brand attitude and behavioral intention in franchise coffee shop. To verify the hypotheses, I collected 224 data from customer of 5 famous franchise coffee shop in seoul and statistical analysis was derived by means of SPSS/PC version 18.0 statistics package. The major findings of this study were the followings: First, Playful, Symbolic, Social experience have meaningful effect on brand attitude in the franchise coffee shop. Second, Brand attitude has effect on positive effect on behavioral intention. Third, It was found that Brand familiarity did play moderating role in the relationships between brand experiences and brand attitude. Based on these findings, the implications and limitations of this study were presented.

목차

I. 서론

II. 이론적 배경

III. 조사설계

IV. 실증 분석결과

V. 결론

참고문헌

키워드

브랜드 체험 브랜드 태도 행동 의도 브랜드 친숙도 Brand experience Brand attitude Behavioral intention Brand familiarity