Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Relationship among Brand Equity, Corporate personality, Attachment and Consumer behavior

관광목적지의 브랜드자산, 자아일치성, 애착 및 행동의도간의 관계

  • Seo, Kyung-Do (Dept. of Tourism Management, TongMyung University) ;
  • Lee, Jung-Eun (Dept. of Tourism Management, TongMyung University)
  • 서경도 (동명대학교 관광경영학과) ;
  • 이정은 (동명대학교 관광경영학과)
  • Received : 2013.08.30
  • Accepted : 2013.10.20
  • Published : 2013.10.28

Abstract

In this study of tourism destination brand equity and self-consistent interstellar significant attachment relationships and brand equity and behavioral intention was to determine the effect on the relationship. First, the tourism destination brand equity of the self-consistent sex tourists will have a significant impact is to test the hypothesis of a multiple regression analysis was conducted brand equity, loyalty, self image and gender matched only indicates the relationship was significant. Second, self Correspondence tourist destination tourists will have a significant effect on attachment. In order to verify the hypothesis that the multiple regression analysis was conducted for self-Correspondence attachment was significantly related shows. Third, the attachment of tourist destinations for travelers of action also will have a significant impact on. Hypotheses multiple regression analysis was conducted to attachment behavior also shows significant relationship was about.

Keywords

Brand asset;Corporate personality;Attachment;Consumer behavior;Regression analysis

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