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The purpose of this study is to examine the effect of Brand equity on Non-Financial performance through Brand association. A total of 303 guests who visit hotels last April to June participated in this study and collected data were analyzed using SPSS 22.0. As a results of the study, perceived quality, brand differentiation, and brand loyalty did positively influence ‘uniqueness’ of brand association. However, perceived quality and brand differentiation only affect ‘affinity’ of brand association, which partially supported for hypothesis 2. In addition, ‘unique’ and ‘affinity’ of brand association are significant predictors of Non-Financial performance.



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브랜드자산
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브랜드연상
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비재무적 경영성과
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Brand equity, Brand association, Non-Financial performance