초록 열기/닫기 버튼
In order for brand management of regional products, this study aims to structurally identify the effect of customer-based brand equity(CBBE) on brand familiarity, regional image and continuity purchase intention, and also to suggest implications for establishing effective brand management strategies to build regional image and maintain customers continuously through regional products in the future. The results of the study are like following. First, we found that the sub-level of CBBE of regional product brand such as perceived product quality, brand awareness and brand loyalty has all statistically significant effect(positive) on brand familiarity. Second, the familiarity with regional product brand has statistically significant effect(positive) on regional image of the relevant regional product. Lastly, the familiarity with regional product brand was shown to have significant effect on continuity purchase intention.
키워드열기/닫기 버튼
regional product, customer-based brand equity, brand familiarity, regional image, continuity purchase intention
