초록 열기/닫기 버튼
This research attempts to analyze the relations among emotional brand attachment, brand image, brand trust and brand loyalty in convention center. Two groups were examined on this study. One group was provided information on the activities of BEXCO's CSV, and the other group was not. First, the results of this study was that emotional brand attachment had an effect on brand image, brand loyalty and brand trust. To be more specific, emotional brand attachment was more likely to influence on brand image. Second, the brand loyalty has influenced on both brand image and brand trust, respectively. However, it is important that the brand image and brand trust had completely mediating effects between emotional brand attachment and brand loyalty. Last, the results of this study found the differences in the two groups according to whether the information provided. This research confirmed that 'emotional brand attachment → brand image' of the direct path only significant difference between the groups.
키워드열기/닫기 버튼
Emotional Brand Attachment, Brand Image, Brand Trus, Brand Loyalty, CSV, Creating Shared Value
