인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
골프웨어의 브랜드개성이 고객충성도에 미치는 영향 : 브랜드동일성의 조절효과를 중점으로 The Effect of Customer Loyalty of Golf Wear on Brand Personality : Focused on the Moderating Effects of Brand Identity
논문 기본 정보
- 저자정보
- 발행연도
- 2015.10
- 수록면
- 1,619 - 1,628 (10page)
골프웨어의 브랜드개성이 고객충성도에 미치는 영향 : 브랜드동일성의 조절효과를 중점으로
초록·키워드
The purpose of this research is to establish the effects of brand personality on customer loyalty in order to prepare the foundation of vitalization of golf wear and to analyze the moderating effects of brand identity. To achieve this purpose, data were collected through survey tools from 391 persons who had the experience of purchasing golf wear directly and the analysis was conducted in line with the research questions. The following results of this research were obtained.
First, smartness, sincerity, toughness, and uniqueness factors had positive effects on customer loyalty. Second, in the effects of golf wear brand personality on customer loyalty, brand identity showed moderating effects. Accordingly, since the higher the brand personality of golf wear was, the higher the customer loyalty beame, the golf wear direction should be preparing the strategic ways focusing on customers’ role of expressing individuality. And differentiated customer marketing should be established as the strategies are presented intensively to the brand identity group in which the degree of coincidence of consumers and brand images is high.
First, smartness, sincerity, toughness, and uniqueness factors had positive effects on customer loyalty. Second, in the effects of golf wear brand personality on customer loyalty, brand identity showed moderating effects. Accordingly, since the higher the brand personality of golf wear was, the higher the customer loyalty beame, the golf wear direction should be preparing the strategic ways focusing on customers’ role of expressing individuality. And differentiated customer marketing should be established as the strategies are presented intensively to the brand identity group in which the degree of coincidence of consumers and brand images is high.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-ECN-0101-2016-692-002057513
