| 소비자-브랜드 관계품질, 브랜드 신뢰 및 브랜드 동일시가 브랜드 애호도에 미치는 영향 -화장품 쇼핑몰 소비자를 중심으로- |
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김효진, 나윤규 |
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| Research Paper : The Effect of Brand Loyalty on Customer-Brand Relationship Quality, Brand Trust, Identification |
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Hyo Jin Kim, Youn Kue Na |
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| Abstract |
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The purpose of this study is to find out the important factors and efficient strategies concerning consumer-brand relationship quality. This study tries to examine brand loyalty of the on-line consumers on internet shopping mall via cosmetic products. To fulfill this objectives, a survey was conducted from May 1 to May 30 in 2009, and an subject of study is women aged from 20s to 40s in purchase experience of the cosmetic merchandise to internet shopping malls. Data collected over the internet, and analyzed the 300 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The empirical studies were summarized as follows. First, consumer-brand relationship quality attributes(commitment, self-connection, intimacy, nostalgia) significantly affect brand trust. Second, consumer-brand relationship quality attributes(commitment, self-connection, intimacy, nostalgia) significantly affect brand identification. Third, consumer-brand relationship quality attributes(commitment, self-connection, intimacy, nostalgia) significantly affect brand loyalty. fourth, brand trust and brand identification significantly affect brand loyalty. |
| Key Words:
Consumer-Brand Relationship Quality, Brand Trust, Brand Identification, Brand Loyalty |
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