상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
한국관광학회.jpg
KCI우수등재 학술저널

브랜드자산 구성 확인모델 개발과 태도, 방문의도간의 구조적 관계에 관한 연구

패밀리 레스토랑을 중심으로

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.

I. 서론

II. 이론적 배경

III. 연구모형의 설정 및 가설

III. 연구방법

IV. 분석결과

V. 결론 및 시사점

참고문헌

로딩중