베이커리 브랜드 진정성이 브랜드 팬쉽 및 브랜드 충성도에 미치는 영향에 있어 브랜드 경험의 조절효과

• 영문명: The Moderating Effects of Brand Experience on the Influence of Bakery Brand Authenticity on Brand Fanship and Brand Loyalty
• 발행기관: 관광경영학회
• 저자명: 이은주 김영현
• 간행물 정보: 『관광경영연구』제24권 제6호, 65~97쪽, 전체 33쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.11.30

영문 초록

This study aimed to analyze the effects of bakery brand authenticity on the brand fanship and brand loyalty, and the effects of bakery brand fanship on the brand loyalty. Moreover, this study analyzed the moderating effects of brand experience on the relations of bakery brand authenticity, brand fanship, and brand loyalty. The results of this study were drawn as follows. First, brand authenticity had positive(+) effects on the brand fanship. Second, brand authenticity had positive(+) effects on the brand loyalty. Third, brand fanship had positive(+) effects on the brand loyalty. Fourth, brand experience partially showed the moderating effects on the relation between brand authenticity and brand fanship. Fifth, brand experience partially showed the moderating effects on the relation between brand authenticity and brand loyalty. Lastly, brand experience partially showed the moderating effects on the relation between brand fanship and brand loyalty. Based on such results, some marketing strategies for local window bakery were suggested and limitation of this study and future directions were discussed.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Stress Brand Authenticity Brand Fanship Brand Loyalty Brand Experience