| 헤어살롱 소비자의 감정반응과 신뢰도의 관계에서 브랜드태도의 매개효과 연구 |
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장용운, 박은준 |
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| Mediating Effect of Brand Attitude in the Relationship between Emotional Response and Reliability of Hair Salon Consumer |
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Yong-woon Jang, Eun-jun Park |
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| Abstract |
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The purpose of this study was to investigate the effect of brand attitude mediating effect on the emotional response and reliability of the hair salon consumers in order to identify the consumer 's emotional response and to increase the brand attitude and reliability. Self - filling questionnaires were used for data collection. A total of 575 copies of the questionnaires were distributed and 575 copies were collected. Of these, 573 copies were used as the final analysis, except for two copies of the questionnaire which were considered insufficient for analysis. The results showed that the importance of emotional response in salon or brand store was emphasized, and emotional response was increased in order to increase brand attitude and reliability. Especially, emotional and cognitive responses have the greatest effect on brand attitude. To increase the brand attitude through emotional response, the system which can make the customer feel good, the fun and excitement feeling through the salon visit In order to improve the attitude of the brand through a cognitive response to the need for a salon with a relationship and story to feel, it is necessary to raise the customer's response to the facilities, the environment, and the events, prices and information provided in the store It seems to be necessary steadily. |
| Key Words:
Brand Attitude, Customer Loyalty, Emotional response, Reliability, Hair Salon Consumer |
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