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.
초록·키워드
The aims of this study are to (1) examine the effects of convention center``s service quality and brand hearsay on participants`` brand attachment toward convention center, (2) investigate the relationship between convention center``s service quality and brand hearsay, (3) verify the impact of brand attachment on storytelling, and (4) test if city image can play as a moderating variable. To test the conceptual research model, the survey was conducted at BEXCO in Busan, Korea, and the data collected from total 310 visitors was analyzed by using the structural equation model. According to the analysis results, service quality and brand hearsay had positive effects on participants`` brand attachment to convention center, and service quality was affected by brand hearsay. Also, the effect of brand attachment was found to have significant impact on storytelling, and city image played roles as a significant moderating variable only the relationship between brand hearsay and brand attachment. This result implies if participants perceive favorable city image, the impact of brand hearsay is more efficient in enhancing brand attachment to the convention center.
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.
최근 본 자료 전체보기
UCI(KEPA) : I410-ECN-0101-2018-326-002153879
