지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This study examined the relative importance level of experience marketing on brandattitude and brand loyalty in beauty salon franchise stores, and attempted to raise thecompetitiveness of beauty salon services by presenting this elements as experiencemarketing strategy directions for beauty salon franchise store management. A questionnairewas used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS20.0 statistics package was used for analysis. In summary, the results of this study are asfollows. First, five factors that make up experience marketing in beauty salon franchisestores were found. They were sensory marketing, relative marketing, emotional marketing,cognitive marketing and behavior marketing. Brand loyalty was categorized into the twofactors, attitude loyalty and behavioral loyalty. Also, we found that experience marketinghad a statistically positive impact on brand loyalty. Secondly, experience marketing ofbeauty salon franchise stores was found to have a statistically significant positive effect onbrand attitude. Thirdly, we found that the brand attitude of beauty salon franchise storeshad a statistically significant positive effect on brand loyalty.
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참고문헌 (28)
참고문헌 신청
Aaker, D. / 1991 / Managing brand equity / Free Press
Assael, H. / 2003 / Consumer behavior, a strategic approach / Houghton Mifflin
Berry, L. / 1995 / Relationship marketing of services : Growing interest, emerging perspectives / Journal of Academy of Marketing Science 23 : 236 ~ 245
Cho, A. / 2009 / Study on the design of the commercial areas applying experience marketing: Focalizing on the flagship store of a brand / 석사 / Ewha Womans University
Choi, J. / 2003 / A study of the formation process of consumer-based clothing brand equity / 박사 / Seoul National University
Assael, H. / 2003 / Consumer behavior, a strategic approach / Houghton Mifflin
Berry, L. / 1995 / Relationship marketing of services : Growing interest, emerging perspectives / Journal of Academy of Marketing Science 23 : 236 ~ 245
Cho, A. / 2009 / Study on the design of the commercial areas applying experience marketing: Focalizing on the flagship store of a brand / 석사 / Ewha Womans University
Choi, J. / 2003 / A study of the formation process of consumer-based clothing brand equity / 박사 / Seoul National University
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