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An Effect Relationship Analysis Among Brand Benefits, Brand Charisma and Repurchasing Intents in Co-brand

농산물 공동브랜드의 브랜드 편익, 브랜드 카리스마와 재구매의도 간의 영향 관계분석

  • Kim, Shine (Division of Liberal Arts & Teaching, Sungkyul University) ;
  • Lee, Jeom-Soo (Dept. of Beauty Art, Seokyeong University) ;
  • Kwon, Ki-Dae (Dept. of Channel & Logistics, Kongju National University)
  • 김신애 (성결대학교 교양교직부) ;
  • 이점수 (서경대학교 피부미용학과) ;
  • 권기대 (공주대학교 산업유통학과)
  • Received : 2013.07.02
  • Accepted : 2013.09.06
  • Published : 2013.09.30

Abstract

This study is to examinate an empirical study how effect of co-brand benefit(symbolic, functional, experiential) and brand charisma upon repurchasing intents in co-brand of agriculture goods, that is first power brand in chungnam provinces if korea. specifically this study conceptualizes that brand charisma to co-brand influence repurchasing intents. which leads to customer relationship management. In these brand charisma would have the moderating role between co-brand benefit and repurchasing intents. In the empirical analysis, we found that symbolic & functional benefits of co-brand and brand charisma would have a positive affect repurchasing intents. I verified the assumption that brand charisma of agriculture would moderating role between brand benefits and brand rebuying intents in the agriculture co-brand, and the result partially supported that assumption of it. Several strategies and suggestions for increasing persuasion of agro brand charisma are inferred from the results.

Keywords

Brand Benefits;Brand Charisma;Repurchasing Intents;Co-brand

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