컨벤션센터 방문객의 다른 고객들의 지각이 브랜드 고급화 형성에 미치는 영향

The Effects of Other Customer Perceptions on Brand Prestige in the Context of Convention Center: The Moderating Role of Face Consciousness

The purpose of this research was to examine the role of three types of other-customers’ perceptions in the context of the convention centers with regards to brand prestige. It was hypothesized that brand prestige can result in two managerial outcomes: brand identification and brand loyalty. During the theory-building process, face-consciousness was assumed to moderate the relationship between other-customer perceptions, and brand prestige. To access the research hypotheses, data were collected from 279 visitors to BEXCO, a convention center. The results showed that three types of othercustomer perceptions positively affected brand prestige, and can thus aid to enhance brand identification and brand loyalty. Lastly, it was found that face-consciousness played an important moderating role in the relationship between other-customer perceptions and brand prestige. These results reveal that operators need to focus on brand prestige as a key for operational strategies in the context of convention centers.