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- 저자 : 조상리 ( Kim Byung-ho ) (검색결과 2 건)
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조상리 ( Kim Byung-ho ),강명주 ( Cho Sang-lee ),( Kang Myong-ju ) 동의대학교 경제경영전략연구소 2017 經濟經營硏究 Vol.12 No.1
The purpose of this study is to identify the importance of promotion as an important marketing tool and to determine whether the promotion of the company affects the relationship between shopping value and customers’satisfaction. According to previous studies, shopping value is divided into utilitarian value and hedonic value. A survey was taken targeting women who reside in Busan. The results of this study are as follows. First, utilitarian shopping value significantly affected customers' satisfaction, but hedonic shopping value did not. Second, corporate promotion showed a stronger effect of utilitarian value on customer satisfaction. In addition, it moderated between hedonic shopping value and customers’satisfaction(p<0.1), although hedonic shopping value did not affect customers’satisfaction independently. This means that even if consumers are pursuing hedonic shopping value, customers’satisfaction can be improved if the company executes various promotions. Lastly, customers’satisfaction had a positive effect on brand loyalty.
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소비자 욕구가 브랜드 애착 및 브랜드충성도에 미치는 영향
김병호 ( Kim Byung-ho ),강명주 ( Kang Myong-ju ),조상리 ( Cho Sang-lee ) 동의대학교 경제경영전략연구소 2019 經濟經營硏究 Vol.14 No.1
The purpose of this study is to investigate the effect of consumers’ need on brand attachment and loyalty, and how these influences show difference between practical product and pleasure product. For this purpose, this study selected a PC (notebook) as a practical product and consumers’ fashion clothes as a hedonic product, and analyzed who have used it. The main results and implications of this study are as follows. First, autonomy desire, relationship desire, and competent desire all have positive effects on brand attachment. Second, brand attachment affects brand loyalty positively. Finally, it was confirmed that the effect of consumer desire on brand attachment varies according to product type. These results may provide useful implications for marketing companies who want to increase their attachment.
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