Earticle

초록

영어

The present study conducted an empirical study to demonstrate the effect of customer-brand relationship commitment and brand loyalty on brand experience with focus on regional brand products. The results of this study are as follows. First, the study investigated the relationship between brand experience and customer-brand relationship commitment of which results revealed that individuals with higher perception of emotion, behavior, and intellectual experience as a sub-factor of brand experience were expected to have higher perception of belief and emotional relationship commitment. Furthermore, respondents with higher perception of sense, emotion, behavior, and intellectual as a sub-factor of brand experience were expected to have higher aspect of behavioral relationship commitment. Second, this research also conducted an empirical test to study the effect of customer-brand relationship commitment on brand loyalty of which results revealed that individuals with higher perception of belief, emotional, and behavioral relationship quality were expected to have higher perception of brand loyalty. These results indicated that municipal governments should make their efforts to provide various and differentiated experiences with their citizens away from limitation of cross-sectional characteristics of experiential products. Moreover, the municipal governments need to establish effective management strategies of relationship commitment as a source of consolidation of competitive power with respect to customer-brand relationship commitment.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 브랜드체험
  2. 고객-브랜드 관계몰입
  3. 브랜드 충성도
 Ⅲ. 연구 설계
  1. 연구모형
  2. 변수의 조작적 정의
  3. 가설의 설정
  4. 자료조사 및 분석방법
 Ⅳ. 실증분석
  1. 조사대상자의 특성
  2. 신뢰성 및 요인분석
  3. 가설의 검증
 Ⅴ. 결론
 참고문헌

키워드

저자

• 성낙봉 [ Nakbong Sung | 호남대학교 산업디자인학과 조교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338