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논문검색

외식기업 비언어적 커뮤니케이션이 브랜드 이미지와 브랜드 신뢰에 미치는 영향

원문정보

The Effect of Non Verbal Communication Exercised by Restaurants on Brand Image and Brand Trust

추윤경

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초록

영어

This study is to find out non verbal communication factors of family restaurants and to clarify the effects of each factor on brand image and brand trust. The analyses show that there are four non verbal communication factors of family restaurants: body language, space language, intent language and physical appearances. In the relationship between non verbal communication and brand image, the four non verbal communication factors all have influences on brand image. Of all, body language has the most effect on brand image and is followed by space language, intent language and physical appearances in the effect on brand image. In the relationship between non verbal communication and brand trust, only body language and physical appearances except space language and intent language have influences on brand trust. Brand image has significant impact on brand trust. Space language and intent language out of the four non verbal communication factors have no direct effect on brand trust, but they have indirect effect on brand trust through brand image.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 비언어적 커뮤니케이션
  2. 브랜드 이미지
  3. 브랜드 신뢰
 Ⅲ. 연구방법
  1. 연구가설
  2. 변수의 개념적 정의
  3. 자료수집 및 분석방법
 Ⅳ. 실증분석 결과
  1. 조사 대상자의 인구통계학적 특성
  2. 비언어적 커뮤니케이션 요인
  3. 확인적 요인분석 및 신뢰도 분석
  4. 구조방정식 모형 및 가설분석
 Ⅴ. 결론
 참고문헌

저자정보

  • 추윤경 Chu, Yun-Kyung. 계명대학교 호텔경영학과 외래교수

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자료제공 : 네이버학술정보

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