체험마케팅의 요소가 브랜드 이미지, 브랜드 태도 및 브랜드 충성도에 미치는 영향 - 한식뷔페 레스토랑을 중심으로 - (The Effects of Experiential Marketing on Brand Image, Brand Attitude and Brand Loyalty)

서지정보

· 발행기관 : 한국마이스관광학회
· 수록지 정보 : MICE관광연구 / 16권 / 4호 / 157 ~ 179페이지
· 저자명 : 배기완, 하윤실

초록

The purpose of this study is to present the data emphasizing comparative advantages and differentiation in the food service industry related to the Korean style buffet in the future.
Cadets showed that brand attitude affects brand loyalty, but in general college students, both brand attitude and brand image influenced brand loyalty. As a result of analyzing the effect of brand image and brand attitude on brand loyalty, there was a difference between the cadet and the college students. The reason for this is that each cadet has a stronger influence on the identity of the group than the individual identity because of the nature of group life and group organization life rather than the individual.
The cadet cadets are expected to develop a customer-oriented service policy that can be affected by the behavior We must devote ourselves to building human relationships.

영어초록

The purpose of this study is to present the data emphasizing comparative advantages and differentiation in the food service industry related to the Korean style buffet in the future.
Cadets showed that brand attitude affects brand loyalty, but in general college students, both brand attitude and brand image influenced brand loyalty. As a result of analyzing the effect of brand image and brand attitude on brand loyalty, there was a difference between the cadet and the college students. The reason for this is that each cadet has a stronger influence on the identity of the group than the individual identity because of the nature of group life and group organization life rather than the individual.
The cadet cadets are expected to develop a customer-oriented service policy that can be affected by the behavior We must devote ourselves to building human relationships.

참고자료

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