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The Moderating Effects of Brand Experience on the Influence of Bakery Brand Authenticity on Brand Fanship and Brand Loyalty
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베이커리 브랜드 진정성이 브랜드 팬쉽 및 브랜드 충성도에 미치는 영향에 있어 브랜드 경험의 조절효과

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Type
Academic journal
Author
Eunjoo Lee (호남대학교) KIM YOUNG HYUN (호남대학교)
Journal
Tourism Management Research Organization 관광경영연구 관광경영연구 제24권 제6호
Published
2020.1
Pages
65 - 97 (33page)

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The Moderating Effects of Brand Experience on the Influence of Bakery Brand Authenticity on Brand Fanship and Brand Loyalty
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Research history (3)

2020

The Moderating Effects of Brand Experience on the Influence of Bakery Brand Authenticity on Brand Fanship and Brand Loyalty
이은주 호텔관광학과 2020.01 Thesis
The Moderating Effects of Brand Experience on the Influence of Bakery Brand Authenticity on Brand Fanship and Brand Loyalty
Eunjoo Lee ,  KIM YOUNG HYUN 관광경영연구 2020.01 Academic journal

2016

이은주 호텔경영학과 2016.01 Thesis
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Abstract· Keywords

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This study aimed to analyze the effects of bakery brand authenticity on the brand fanship and brand loyalty, and the effects of bakery brand fanship on the brand loyalty. Moreover, this study analyzed the moderating effects of brand experience on the relations of bakery brand authenticity, brand fanship, and brand loyalty. The results of this study were drawn as follows. First, brand authenticity had positive(+) effects on the brand fanship. Second, brand authenticity had positive(+) effects on the brand loyalty. Third, brand fanship had positive(+) effects on the brand loyalty. Fourth, brand experience partially showed the moderating effects on the relation between brand authenticity and brand fanship. Fifth, brand experience partially showed the moderating effects on the relation between brand authenticity and brand loyalty. Lastly, brand experience partially showed the moderating effects on the relation between brand fanship and brand loyalty. Based on such results, some marketing strategies for local window bakery were suggested and limitation of this study and future directions were discussed.
#Stress. Brand Authenticity. Brand Fanship. Brand Loyalty. Brand Experience

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References (57)

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권미영 / 2017 / 외국인관광객의 한식선택동기와 한식이미지가 한식브랜드 팬쉽 및 행동의도에 미치는 영향 -국적에 따른 조절효과를 중심으로- / 지역산업연구 40(4):207~230 dbpia 김상훈 / 2014 / 소비자의 브랜드 진정성 지각과 관련된 브랜드 속성 / 한국콘텐츠학회 논문지 14(11):398~410 dbpia 김소영 / 2014 / 에어캡스케이프와 브랜드인지도가 감정반응, 브랜드이미지, 만족도와 충성도에 미치는 영향 : A380 항공기 브랜드를 중심으로 google schola 김영국 / 2012 / 브랜드 경험, 브랜드 애착, 브랜드 충성도의 관계 - 커피전문점을 중심으로 - / 관광학연구 36(8):249~267 google schola 김우빈 / 2018 / SNS 패션 인플루언서의 진정성과 팬쉽의 효과 google schola

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