Earticle

초록

영어

The purpose of this study is to investigate the effect of social responsibility activities on the brand equity and brand attitude of restaurants. In addition, research models and hypotheses were set up through previous researches in order to understand the role of trust in brand equity and brand attitude. In order to achieve these research objectives, we conducted an empirical analysis on customers using Daejeon area eateries. We conducted a preliminary study on convenience sampling, which is a non - probability sampling method, The legislative survey was conducted for about a month from July 1, 2017 to July 30, 2017. The total number of questionnaires distributed was 350, and a total of 256 copies were collected. Of these, 238 questionnaires that can be analyzed statistically except for the untrue answers were analyzed by frequency analysis, factor analysis and reliability of each measurement variable through SPSS 18.0 statistical package program Multiple regression analysis and hierarchical regression analysis were carried out for verification and hypothesis testing. As a result, social responsibility activities have a significant effect on brand equity, and brand equity has a significant effect on brand attitude. In addition, trust variables have a moderating role in brand equity and brand attitude. And suggests academic and practical implications.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 사회적 책임활동
2. 브랜드 자산
3. 브랜드 태도
4. 신뢰
Ⅲ. 연구설계
1. 연구가설
2. 측정변수의 조작적 정의 및 설문지 구성
3. 자료수집 및 분석방법
Ⅳ. 실증분석
1. 표본의 일반적 특성
2. 측정도구의 신뢰도와 타당성 검증
3. 가설 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 이영미 [ Youngmi Lee | 대전대학교 대학원 경영학과 박사과정 ]

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