A study on relationship among Love Marks, Brand Identification, Brand Equity & Behavior Intention

관광목적지의 러브마크, 브랜드 동일시, 브랜드자산 및 행동의도와의 관계

  • Lee, Jung-Eun (Econo & Research Consulting Institute) ;
  • Seo, Gyeong-Do (Dept. of Hotel Food Service Culinary Arts, GwangJu University)
  • 이정은 (이코노앤리서치컨설팅) ;
  • 서경도 (광주대학교 호텔외식조리학과)
  • Received : 2017.01.02
  • Accepted : 2017.03.20
  • Published : 2017.03.28


The purpose of this study was to identify the causal relationship between the brand, the brand equity and brand equity of a tourist destination. The effect of love mark on self identification is that the relationship between love mark performance and self-identification time is significant, and that of love mark is in the order of self identification. Trust mark of love mark has a significant relationship with self identification. The relationship between brand intimacy and brand quality and the relationship between trust and brand quality were significant in relation to the brand mark, but brand mark was not significant. In addition, in the relationship between brand value and love-mark, there is a significant relationship between performance and brand value, relationship between intimacy and brand value, and performance is not significant in brand value. There was a significant relationship between gender and behavioral intention. The relationship between gender identity and behavioral intention was positively related to brand equity.


Love mark;Brand Identification;Brand Equity;Behavior Intention;Regression Analysis


Supported by : 광주대학교


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