디지털융복합연구 (Journal of Digital Convergence)

  • 제15권3호
  • /
  • Pages.165-173
  • /
  • 2017
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

관광목적지의 러브마크, 브랜드 동일시, 브랜드자산 및 행동의도와의 관계

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

  • 이정은 (이코노앤리서치컨설팅) ;
  • 서경도 (광주대학교 호텔외식조리학과)
  • 투고 : 2017.01.02
  • 심사 : 2017.03.20
  • 발행 : 2017.03.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 관광목적지의 러브마크, 브랜드 동일시 및 브랜드자산 및 행동의도와의 관계를 규명하였다. 실증 분석결과는 다음과 같다. 러브마크가 자아동일시에 영향관계는 각각 러브마크의 성과는 자아동일시간의 관계, 러브마크의 친밀감은 자아동일시 순으로 유의한 관계를 나타나고 있었으며 러브마크의 신뢰는 자아동일시에는 유의한 관계를 형성하지 않고 있었다. 러브마크는 브랜드자산에 유의한 영향관계는 우선 러브마크는 브랜드품질에 유의한 영향에서 확인한 결과 친밀감과 브랜드 품질간의 관계, 신뢰와 브랜드 품질간의 관계의 순으로 유의한 관계를 형성하였으며, 성과는 브랜드 품질은 유의한 성과를 형성하지 않고 있었다. 러브마크는 브랜드가치에 유의한 영향관계에서 성과와 브랜드 가치간의 관계, 친밀감과 브랜드 가치간의 관계의 순으로 유의한 관계를 형성하였으며 성과는 브랜드 가치에 유의한 성과를 형성하지 않고 있었다. 자아일치성은 행동의도에 유의한 영향관계는 자이일치성은 행동의도간의 관계간에 유의한 관계를 형성하고 있었다. 브랜드자산은 행동의도에 유의한 영향관계는 브랜드품질과 행동의도간의 관계, 브랜드가치와 행동의도간의 관계 순으로 유의한 관계를 형성하고 있었다.

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.

키워드

참고문헌

  1. Rust, R. T., Katherine, N. L. & Valarie, A. Z. "Driving Consumer Equity: How Customer Lifetime Value to Strategic Marketing decisions". Marketing Science Institute Working, Paper, pp.1-108, cambridge, MA: Marketing Science Institute.
  2. Bowlby, J.. Attachment and loss; Vol 1. Attachment (2nd ed). NY: Basic Books, 1982
  3. Jong-Im, Yang, Ok-Nam, In & Tae-Hee, Lee. "Tourists Expectation of Destination Love Mark from Tourism Storytelling". Tourism Science. Vol. 34, No. 5, pp.155-176, 2010.
  4. Kwang-Ho Ahn, Byung-Hun Lim & Seung- Ho, Kim. "The study of the effect of consumer knowledge and involvement on the product choice predictions of conjoint model". Korean management review, Vol. 35, No. 6, pp.1731-1755, 2006
  5. Jun-Hyeok, Lee, Daeh-Wan, Park, Cheol-Sik, Won, Chang-Ho, Oh, Hui-Yong, Park & Gyeong-Sul, Ha. "A study on tourism storytelling and strength of relationship of visitor's in Busan: the mediating role of lovemarks". 69th Tosok Conference Proceeding, pp. 387-398.
  6. Robert, K. "Love marks: The future beyond Brands". Kindle Edition, 2004.
  7. Jong-Im, Yang & Tae-Hee Lee. "A Study on The effects of Storytelling experience on the awareness of the Brand value and Love Marks for Tourism Destination.". Tourism Science, Vol. 35, No. 6, pp. 59-75, 2011.
  8. Bhattaharya, C. B., Rao, H. & Glynn. M. A. "Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of Marketing, Vol. 59, No. 4, pp. 46-57, 1995. https://doi.org/10.2307/1252327
  9. Rio, A. Belen del, Rodolfo Vazquez & Victor Iglesias. The effect of Brand Associations on consumer Response. Journal of Comsumer Marketing, Vol. 18, No. 5, pp. 410-415, 2001. https://doi.org/10.1108/07363760110398808
  10. Kyoung-Mi Yang. "The Effect of Self-Esteem and Depression on Smartphone Addiction among University Students". Journal of the Korea Convergence Society, Vol. 7. No. 1, pp. 113-123, 2016 https://doi.org/10.15207/JKCS.2016.7.1.113
  11. Jin-Young Ha. "A study on relationship among brand personality, brand identification,, Love-mark and customer equity". Journal of Tourism Management Research, Vol. 18, No. 1, pp. 325-351, 2014.
  12. Dong-Il, Tag, A Study on The Influence of Convergence Benefit of Facebook Fan Page in Brand Attachment and Brand Commitment. Journal of the Korea Convergence Society, Vol 6, No. 5, pp. 196-206, 2015.
  13. Asker, D. A. "Managing Brand Equity". NY: The free Press, 1991.
  14. Yoo, B., Dontthu, N. & Lee, S. "An Exanimation of selected Marketing Mix Elements and Brand Equity". Journal of Academy of Marketing Science, Vol. 28, No. 2, pp. 1-14, 2000.
  15. Jung-Yun, Yang & Jung-Hwan, Park. "The Research of Hotel Brand Equity on perceived Customer of Switching Costs and Customer Loyalty". Korean Journal of Tourism Research, Vol. 24, No. 6, pp. 291-312, 2010.
  16. Seung-Soo, Shin, Miyea ,Shin, Yoon-Su, Jeong, Jihea , Lee. " An Investigation of Social Commerce Service Quality on Consumer's Satisfaction" Journal of the Korea Convergence Society, Vol 7, No. 1, pp. 1-9
  17. Hyo-Kyung Kim, Jae-Young Moon. "A study on the Work Process of Hotels and Residence Hotels effect on the Employee Satisfaction and Customer Satisfaction. Journal of the Korea Convergence Society, Vol. 7. No. 2, pp. 93-99, 2016. https://doi.org/10.15207/JKCS.2016.7.2.093
  18. Zeithaml, V. A, Berry, L. L & Parasurman, A." The Behavioral Consequences of Service Quality". Journal of Marketing, Vol. 60, No. 2, pp. 31-46, 1996. https://doi.org/10.2307/1251929
  19. Dong-Ju, Shin & Yun-Jeong, Hur. "A Study on the Influence of Experience Motivation in Fishing Village on Visitor's Satisfaction and Flow Experience: Focused on Experience Festival in Jangho Fishing Village ". Korean Journal of Tourism Research, Vol. 24, No. 6, pp. 291-312, 2010.
  20. Hutchinso, J., Lai, F. & Wang, Y. Understanding the relationships of quality, Value, equity, Satisfaction and Behavioral intention among golf. Tourism Management, Vol. 30, No. 2, pp. 87-96.
  21. Sang-Hee, Lee. "The Mediating Effects of Customer Satisfaction on the relationship between Brand Equity and Customer Loyalty in the Coffee House". Journal of Tourism and Leisure Research, Vol. 27, No. 11, pp. 309-325.