브랜드자산 구성 확인모델 개발과 태도, 방문의도간의 구조적 관계에 관한 연구

Identification of Dimensionality of Brand Equity and Its Structural Relationships with Overall Brand Equity, Brand Attitude, and Revisit Intent: A Case Study of Family Restaurants

This article is to identify the dimensionality of four-dimension brand equity model suggested by Kim and Kim (2004) and Yoo and Donthu(2001) and examine the structural relationships between brand equity, overall brand equity, brand attitude and revisit intent. Though initially three dimensional brand equity was identified through EFA against two groups selected randomly from the same data, x2 difference test however showed that four dimensional brand equity model was found better than those of three dimensional models. Furthermore, multigroup factorial invariance analysis confirmed 4 dimensional brand equity as a general model. Most paths was found significant statistically except some causal variables.