본문 바로가기
  • 학술저널

표지

DBpia에서 서비스 중인 논문에 한하여 피인용 수가 반영됩니다. 내서재에 논문을 담은 이용자 수의 총합입니다.

초록·키워드 목차

The purpose of this study was to provide a basis for better understanding of consumer behavior in the face of various corporate brand marketing strategies by investigating the mediating effects of self-identification within the relationship between golf club's brand trust and brand attachment. Utilizing a combination of both non-probability and convenience sampling methods, total of three hundred surveys were distributed to the participants of this study who were members of a golf range located in Seoul that had previous golf club purchase experience. According to the results of mediation analysis, self-identification was found to undermine the statistical significance of the effects of brand trust and on brand attachment, which confirmed its full mediating effect. The implication of the study result suggested that consumers' self-identification with golf club's brand plays a pivotal role as a mediating variable between brand trust and brand attachment. #brand attachment #brand trust #mediation analysis #self-identification

등록된 정보가 없습니다.

저자의 논문

DBpia에서 서비스 중인 논문에 한하여 피인용 수가 반영됩니다.
논문의 정보가 복사되었습니다.
붙여넣기 하세요.