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초록·키워드 목차

The purposes of this study were to investigate the effect of Brand Image on Perceived Value and Brand Loyalty of five-star hotels in Seoul City. For this, this study selected five-star hotels in Seoul City by the background of study. Visitants who visited in five-star hotels of Seoul City, 303 samples were obtained as usable data by random sampling. In order to test, AMOS 18.0 program was used in this study for verifying research model. Also, A functional image and symbolic image were designed to explore in the relationship with both perceived value and brand loyalty. The findings and implications can be summarized as follows: First, Each of functional image and symbolic image factor caused on both perceived value and brand loyalty. Second, perceived value also caused a positive impact on brand loyalty. Conclusively, All of brand image caused positive impacts on perceived value at the same time on brand loyalty. And perceived value caused positive impact on brand loyalty. Thus, the Five-star hotel managers need to establish a ongoing strategy which can improve brand loyalty of deluxe hotel and ways to be recognized as motivational factors for offered services and products which customer can perceive as a motivation factor in the five-star hotel. #브랜드 애호도 #브랜드이미지 #지각된 가치 #Brand Image #Brand Loyalty #Perceived Value

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