초록 열기/닫기 버튼
This study was tried to investigate the influence of brand identification and brand consumer-brand relationship on brand loyalty and brand switching. To achieve this goal, a field survey measuring variables, was carried out targeting food service brands' consumers. Several interesting results are found. First, brand identification has a significant influence on consumer-brand relationship, brand loyalty, and brand switching. Second consumer-brand relationship has a significant influence on brand switching. However, consumer-brand relationship was found out to be significantly related brand loyalty. These results provide that brand identification is an antecedent and brand switching is a consequence of consumer-brand relationship, and their relationships from a comprehensive perspective
키워드열기/닫기 버튼
Consumer-Brand Relationship, Brand Identification, Brand Loyalty, Brand Switching
