베이커리 브랜드 진정성이 브랜드 팬쉽 및 브랜드 충성도에 미치는 영향에 있어 브랜드 경험의 조절효과

The Moderating Effects of Brand Experience on the Influence of Bakery Brand Authenticity on Brand Fanship and Brand Loyalty

This study aimed to analyze the effects of bakery brand authenticity on the brand fanship and brand loyalty, and the effects of bakery brand fanship on the brand loyalty. Moreover, this study analyzed the moderating effects of brand experience on the relations of bakery brand authenticity, brand fanship, and brand loyalty. The results of this study were drawn as follows. First, brand authenticity had positive(+) effects on the brand fanship. Second, brand authenticity had positive(+) effects on the brand loyalty. Third, brand fanship had positive(+) effects on the brand loyalty. Fourth, brand experience partially showed the moderating effects on the relation between brand authenticity and brand fanship. Fifth, brand experience partially showed the moderating effects on the relation between brand authenticity and brand loyalty. Lastly, brand experience partially showed the moderating effects on the relation between brand fanship and brand loyalty. Based on such results, some marketing strategies for local window bakery were suggested and limitation of this study and future directions were discussed.