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The Effects of Human Brand's Attributes on Brand Loyalty of Twenties Consumer : Focus on Broadcaster
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휴먼브랜드의 속성이 20대 소비자의 브랜드충성도에 미치는 영향 : 방송인을 중심으로

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Type
Academic journal
Author
Journal
The Korean Data Analysis Society Journal of The Korean Data Analysis Society Journal of The Korean Data Analysis Society 제20권 제2호 KCI Accredited Journals
Published
2018.1
Pages
885 - 895 (11page)

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The Effects of Human Brand's Attributes on Brand Loyalty of Twenties Consumer : Focus on Broadcaster
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Research history (3)

2018

The effects of human brand's attributes on brand attitudes and brand loyalty
김현진 유통관리학과 2018.01 Thesis
The Effects of Human Brand’s Attributes on Brand Loyalty of Twenties Consumer : Focus on Broadcaster
Kim Hyun-jin ,  Myongju Kang Journal of The Korean Data Analysis Society 2018.01 Academic journal
The Effects of Brand Attachment, Brand Trust, and Brand Matching on Brand Authenticity and Brand Loyalty
김현진 ,  Myongju Kang 전문경영인연구 2018.01 Academic journal
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Abstract· Keywords

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This study focuses on the effect of the attribute’s of human brand’s on and brand loyalty of twenties consumer. recently, with the activated use of social media, human brand’s has been highlighted as the means of differentiated marketing employed by the enterprises for targeting the consumers. specific human brand’s are determined through consumer’s experience and communication, and the latest trends reflect that the consumer’s actively share their activity-related contents, and utilize the fields of interest to communicate with other consumer’s depending on the social atmosphere. In this study, the attributes of human brand’s are identified by distinguishing them as attractiveness, professionalism, differentiation and ethics, as a result, the results of the analysis on the effect on brand attitude and brand loyalty were found to be significant results. brand attitude and brand loyalty are positively related to each other according to the attributes of human brands. these results are the property of the human brand that consumers can identify whether that corporate brand is determined to be a positive relationship.
#Human brand #Human brand attribute's #Brand attitude #Brand loyalty #Broadcaster.

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References (29)

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Alan, S. / 1994 / Customer loyalty: toward an integrated conceptual framework / Journal of the Academy of Marketing Science 22(2):99~113 Crossref 안은정 / 2014 / 휴먼브랜드 특성 척도개발 / 마케팅논집(Journal of Marketing Studies) 22(2):75~100 dbpia 안은정 / 2014 / 휴먼브랜드 애착의 영향요인과 결과 / 마케팅연구 29(3):119~146 dbpia 안광호 / 2010 / 소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향 / 아시아마케팅저널 12(1):51~79 dbpia 허진 / 2009 / 스포츠용품 기업의 명성, 신뢰도 및 친숙도가 기업동일시, 브랜드태도 및 충성도에 미치는 영향 / 한국체육학회지 48(4):277~289 google schola

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