브랜드자산의 구성요소의 선행변수 브랜드자산간의 관계연구

Relationship between the Components of Brand Equity and Customer Capital

&nbsp;&nbsp;The purposes of this study are following.<BR>&nbsp;&nbsp;First, doing the preceding research on the trust, satisfaction, commitment, composition elements of brand equity, brand equity, which are all regarded as the preceding variables of brand equity composition elements. After that, finding out the relationship between the variables and brand equity.<BR>&nbsp;&nbsp;Second, deriving a hypothesis after setting the research model of relation between those variables.<BR>&nbsp;&nbsp;Third, verifying the relations of the preceding variables of brand equity composition elements, brand equity.<BR>&nbsp;&nbsp;Fourth, deriving managing issues from actual proof of brand equity managing plan.<BR>&nbsp;&nbsp;Summarizing the conclusion of the proved hypothesis is as following.<BR>&nbsp;&nbsp;First, trust, satisfaction, and commitment show positive effects on brand equity composition elements as conclusion of proving the relation between brand equity composition elements and that of preceding variables.<BR>&nbsp;&nbsp;Second, as the conclusion of providing relation between the brand equity and that of composition elements, the brand awareness which is one of elements of brand equity, show positive effects, but the relation between brand loyalty and brand equity shows no statistic relevance.