원문정보
A study on the causal relationship of corporate responsibility activities brand assets and loyalty : focused on the residents of the Daejeon city
초록
영어
This study aimed to examine the causal relationship of corporate responsibility activities of five star hotels in Daejeon, brand assets and loyalty. For this purpose, a theoretical background was figured out through previous studies, and executed empirical analysis focusing on a hypothesis using a research model. 3 hypotheses were established based on theoretical background. The study attempted to analyze the effects of corporate responsibility activities of hotels on brand assets and effect of brand assets on loyalty and the effect of corporate responsibility activity of hotels on loyalty. When the hypothesis was verified through the research model, it was proved that social responsibility activities of hotels had significant effects on brand assets and that brand asset had significant influence on loyalty. And, it was also proven that corporate responsibility activities of hotels had significant effects on loyalty. Accordingly, it can be seen that the hypothesis suggested through the theoretical base of previous studies were adopted. The study suggested implications as well.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 사회적 책임
2. 브랜드 자산
3. 충성도
Ⅲ. 연구조사 설계
1. 연구모형 및 가설설정
2. 가설설정
3. 측정변수 및 설문지 구성
4. 자료수집 및 분석방법
Ⅳ. 실증분석
1. 조사표본의 일반적 특성
2. 측정변수의 신뢰성 검증 및 타당성 검증
3. 가설검증(hypotheses testing)
Ⅴ. 결론
참고문헌