브랜드 자산의 구성요소가 브랜드 친숙성에 미치는 영향

The Effects of Brand Equity Components on the Brand Familiarity

&nbsp;&nbsp;The purposes of this research are to understand the relationship among components of brand equity and to identify the effect of brand equity components on the brand familiarity.<BR>&nbsp;&nbsp;This research proposed 6 hypotheses on 6 latent variables about brand equity and brand familiarity, and tested through structural equation modeling.<BR>&nbsp;&nbsp;The main results are that brand awareness was positively related with brand association and perceived quality and perceived quality has a positive influence on brand association. Also, both brand association and perceived quality related with brand loyalty, and brand loyalty has a positive influence on brand familiarity.