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The Effects of Private Brand Value on Brand Trust, Brand Attitude and Brand Loyalty

유통업체 브랜드 가치가 브랜드 신뢰, 브랜드 태도, 브랜드 충성도에 미치는 영향에 관한 연구

  • Park, Jong-Oh (Dept. of Business Administration, Soongeui Women's College)
  • 박종오 (숭의여자대학교 경영과)
  • Received : 2013.07.16
  • Accepted : 2013.08.20
  • Published : 2013.08.28

Abstract

The purpose of this study examines the relationship among private brand value, brand trust, brand attitude and brand loyalty. Theoretical studies and the current study indicate that private brand loyalty is influenced by brand value, brand trust, and brand attitude. Through the empirical survey undertaken for this study, it was found that emotional value, social value, functional value, and brand trust including brand attitude influence brand loyalty. The results of empirical analysis can be summarized by the following: First, private brand value had a significant direct effect on brand trust and brand attitude. Second, emotional value and functional value had a positive effect on brand trust and brand attitude. Further, social value had a significant direct effect on brand attitude. And social value had a significant indirect effect on brand attitude through brand trust. Third, brand trust had a significant direct effect on brand attitude. And brand trust had a significant indirect effect on brand loyalty through brand attitude. Fourth, brand attitude had a positive effect on brand loyalty. Therefore, These finding will spawn both academic and practitioner interest in the private brand value and serve as a foundation for further research in this important area.

Keywords

private brand value;brand trust;brand attitude;brand loyalty

Acknowledgement

Supported by : 숭의여자대학교