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
오류제보하기
The purpose of the study was to examine how the brand personality of regional festival effects brand attitude and brand loyalty. The subjects of this study were Boryeong Mud Festival participants. Using convenient sampling, 300 data were gathered and finally 295 data were analyzed. The statistical methods utilized for Spsswin 18.0and AMOS 18.0 program. Conclusions from the results of this study are as follows:First, the research shows that brand personality of regional festival consists of three factors such as sincerity․excitement, competence․sophistication, ruggedness. Second,sincerity․excitement, competence․sophistication, ruggedness of brand personality had influence on brand attitude. Third, the brand attitude of regional festival had influence on brand loyalty. From the findings, the region festival is necessary to develop and to strengthen brand personality for more positive brand attitude and high brand loyalty.
목차
등록된 정보가 없습니다.
참고문헌 (67)
참고문헌 신청
Aaker, D. A. / 1996 / Building strong brands / The Fress Press
Aaker, J. L. / 1997 / Dimensinos of brand personality / Journal of Marketing Reserach 34(3):347~356
Assael, Henry / 1998 / Consumer Behavior and Marketing Action(6) / International Thomson Pub
Belk, Russell W. / 1988 / Possessions and Extented Self / Journal of Consumer Research 15:139~169
Bentler, P. M. / 1980 / Significance Tests and Goodness-of-fit in the Analysis of Covariance Structures / Psychoiogical Bulletin :588~600
Aaker, J. L. / 1997 / Dimensinos of brand personality / Journal of Marketing Reserach 34(3):347~356
Assael, Henry / 1998 / Consumer Behavior and Marketing Action(6) / International Thomson Pub
Belk, Russell W. / 1988 / Possessions and Extented Self / Journal of Consumer Research 15:139~169
Bentler, P. M. / 1980 / Significance Tests and Goodness-of-fit in the Analysis of Covariance Structures / Psychoiogical Bulletin :588~600
이 논문의 저자 정보
최근 본 자료
댓글(0)
0