여행사 브랜드 자산이 지각된 가치와 행동의도에 미치는 영향

The Effects of Travel agent’s Brand Equity on Perceived value and Behavioral Intention

The purpose of this study is to investigate the relationship among Brand equity, perceived value and behavioral intention. To perform this study, total 300 questionnaire were distributed to customers who had brought travel product from travel agent dated from May 17th to June 12th. Unworkable data were excluded, 271 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were measured by using SPSS 18.0 accordingly. For the study structure, brand equity was divided with brand image and brand awareness. Perceived value and behavioral intention were a single factor. The result has shown as follows: Hypothesis 1, among brand equity, both brand image and brand awareness have a positive effect on perceived value. Hypothesis 2, among brand equity, both brand image and brand awareness have a positive effect on behavioral intention. Hypothesis 3, perceived value has a positive effect on behavioral intention. This study result has found that managing brand equity is a source of competitive marketing advantage in travel agent business. This study suggests operational and theoretical implications on the aspects of brand marketing management in travel industry.