체인호텔 기업의 브랜드 커뮤니케이션이 브랜드 인지, 태도, 그리고 충성도에 미치는 영향

• 영문명: The Effects of Brand Communication of Chain Hotel Group on Brand Awareness, Brand Attitude, and Brand Loyalty
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 김은정
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제2호, 31~46쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: Brand communication plays an important role in the credibility of consumer behavior as it enhances brand equity. This study investigates the effects of brand communication (firm-created communication, consumer-generated communication) on brand awareness, brand attitude, brand loyalty in the hotel business sector by applying the SOR theory (stimulus-organism-response theory). Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 400 customers who had experience of visiting hotels. In this study, SmartPLS 4.0 was used to evaluate the research model. The reliability, convergent validity, and discriminant validity of the measurement tool were verified. Result: Result was found that consumer-generated communications had a positive effect on brand awareness and brand attitude, whereas firm-created communications had a significant effect on brand awareness. In addition, brand awareness had a positive effect on both brand attitude and brand loyalty. Finally, brand attitude was found to have a positive effect on brand loyalty. Conclusions: This study redefines the concept of where chain hotel groups should focus when providing consumers with information about their brands and services. As a result, the conceptual framework of brand communication to increase new customer visits to the hotel brand has been expanded.

목차

1. 서론

2. 이론적 고찰

3. 연구설계

4. 실증분석

5. 결론

References

키워드

기업주도형 커뮤니케이션 소비자주도형 커뮤니케이션 브랜드 인지 브랜드 태도 브랜드 충성도 Firm-created communication Consumer-generated communication Brand awareness Brand Attitude Brand loyalty