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[학술저널]

  • 학술저널

이동환(경희대학교)

DOI : 10.35159/kjss.2017.10.26.5.665

초록

The purpose of this study was to investigate a study on the moderated effect of customer satisfaction between brand image and brand commitment of sports apparel being recognized by a university student. The subjects of this study were collected 334 of university student who are belong to the department of physical education and being trained in liberal arts in metropolitan area. The survey questionnaires were used to collect the data. The collected material was carried out moderating regression analysis by using Spss 22.0. The questionnaires for the brand image had been developed by lee(2010), Kim(2012), brand commitment had been developed by Kim(2014), Chae(2008), and customer satisfaction had been developed by Oliver(1980), Sin(2011). Lee(2006). From the analyses of the data, the study reached the following conclusions. HypothesisⅠwas partly adopted, The moderated effects between familiar images and brand sentiments commitment have resulted in the adjustment of customer satisfaction. but, The moderated effect between iconic image and brand emotional commitment, and functional image and brand emotional commitment have not resulted in the adjustment of customer satisfaction. HypothesisⅡ was partly adopted, The moderated effect between functional image and brand behavioral commitment and familiar image and brand behavioral commitment has resulted in the adjustment of customer satisfaction.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
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