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> 한국호텔리조트학회 > 호텔리조트연구 > 19권 4호

모호텔브랜드 애착이 확장된 브랜드 태도 및 브랜드 충성도에 미치는 영향 - L호텔 브랜드를 중심으로 -

The Effects of Hotel Parent Brand Attachment on Attitudes Toward Brand Extension and Brand Loyalty - Focused on L-Hoel Brands -

이상재 ( Lee Sang-jae )

- 발행기관 : 한국호텔리조트학회

- 발행년도 : 2020

- 간행물 : 호텔리조트연구, 19권 4호

- 페이지 : pp.21-40 ( 총 20 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

6,000
논문제목
초록(외국어)
The purpose of this study was to provide the marketing strategic of successful brand extension through parent brand attachment on attitudes toward brand extension and loyalty in hotel industry. For this study, it was selected consumer who used Lotte hotel brand as the research objects. As the results, Fist, ‘concern’ of parent brand attachment had influences on brand attitude however ‘love’ did not have effect on it. Second, ‘concern’ of parent brand attachment on brand loyalty had the most significant influence, also ‘love’ had positive influence. Third, brand attitudes had effected on brand loyalty. The results show was that the more in brand of maintaining friendly emotional brand attachment to consumers to being able to be more positively brand attitude and loyalty. Moreover emotional brand attachment can afford to higher satisfaction and positive word of mouth, highly purchasing intention to consumers. Therefore hotel managements need to maintain friendly brand attachment between consumers and brand sustainedly.

논문정보
  • - 주제 : 사회과학분야 > 경영학
  • - 발행기관 : 한국호텔리조트학회
  • - 간행물 : 호텔리조트연구, 19권 4호
  • - 발행년도 : 2020
  • - 페이지 : pp.21-40 ( 총 20 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2021-300-001011666
저널정보
  • - 주제 : 사회과학분야 > 경영학
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 1598-7760
  • - 수록범위 : 2003–2022
  • - 수록 논문수 : 1101