호텔 브랜드자산이 지각된 가치와 충성도에 미치는 영향 = Effect of Hotel Brand Equity on Perceived Value and Customer's Loyalty

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the effect of hotel brand equity on perceived value and consumer’s loyalty of five-star hotels in Seoul City.
Brand awareness, brand image and perceived quality were tested in the relationship with both perceived value and brand loyalty. The findings and implications can be summarized as follows: First, brand equity had a significant relationship between with both perceived value and brand loyalty except for the brand awareness factor of brand equity. Second, both brand image factor and perceived quality factor caused a positive impact on both perceived value and brand loyalty. Third, perceived value also caused a positive impact on brand loyalty. Conclusively, both brand image factor and perceived quality factor caused positive impacts on perceived value, at the same time on brand loyalty. And perceived value caused positive impact on brand loyalty.

참고문헌 (Reference)

1 이보배, "호텔 브랜드 자산이 중저가 브랜드 확장에 대한 태도 및 지각된 가치에 미치는 영향 - 메가체인 Upper-Upscale 호텔브랜드를 중심으로 -" 대한관광경영학회 26 (26): 263-285, 2012

2 김호성, "호텔 브랜드 마케팅, 브랜드 자산 및 고객만족의 영향관계 연구: 서울지역 특급호텔을 이용하는 내국인 중심으로" 한국호텔관광학회 11 (11): 159-172, 2009

3 노지섭, "중저가 호텔현황"

4 강동삼, "중국관광객이 몰려온다"

5 손병모, "외식업 마케팅 커뮤니케이션이 브랜드 가치 및 브랜드 충성도에 미치는 영향" 한국외식경영학회 14 (14): 87-113, 2011

6 최웅, "외식산업의 브랜드자산과 고객가치가 브랜드 충성도에 미치는 영향" 한국외식경영학회 14 (14): 277-298, 2011

7 윤보영, "여행상품의 지각된 가치에 대한 탐색적 요인 분석" 관광경영학회 12 (12): 94-114, 2008

8 임기태, "스포츠 제품군에서 모브랜드자산과 확장제품간의 지각된 적합성이 확장제품의 태도에 미치는 영향" 한국체육학회 45 (45): 551-560, 2006

9 김성혁, "소비자의 관여도에 따른 호텔 외식업 브랜드 확장에 관한 연구" 한국관광학회 30 (30): 339-361, 2006

10 안주아, "소비자에 근거한 브랜드 자산 측정의 타당성 검증" 한국광고학회 14 (14): 253-278, 2003

11 김주홍, "설립규제 줄이고 중저가형 늘려 호텔업 육성해야"

12 기명옥, "브랜드 커피전문점의 지각된 품질과 브랜드 이미지가 지각된 가치와 충성도에 미치는 영향 -소비자 지식의 조절효과를 중심으로-" 한국외식경영학회 11 (11): 49-72, 2008

13 손병모, "관광지 선택속성이 관광객의 지각된 가치와 충성도에 미치는 영향" 대한관광경영학회 26 (26): 201-228, 2011

14 Nilson, T. H., "Value-added Marketing Management for Superior Results" McGraw-Hill 1992

15 Ravald, A., "The value concept and relationship marketing" 30 (30): 19-30, 1996

16 Kim, W., "The relationship between brand equity and firm’s performance in luxury hotels and chain restaurant" 26 : 549-560, 2004

17 Chang, H. H., "The impact of brand equity on brand preference and purchase intention in the service industries" 29 (29): 1687-1706, 2009

18 Dodds, W., "The effects of brand and price information on subjective product evaluations" 12 : 85-90, 1985

19 Oh, H., "The effect of brand class, awareness and price on customer values and behavioral" 24 : 397-399, 2000

20 Oliver, R. L., "Satisfaction: A Behavioral Perspective on The Consumer" McGraw-Hill 1997

21 Ailawa야, K., "Revenue premium as an outcome measure of brand equity" 67 : 1-17, 2003

22 Baker, D. A., "Quality satisfaction and behavioral intentions" 27 (27): 785-804, 2000

23 Baldauf, A., "Performance consequences of brand equity management" 12 (12): 220-234, 2003

24 Bagozzi, R. P., "On the evaluations of brand extension" 54 (54): 27-41, 1988

25 Newman, J., "Multivariate analysis of brand loyalty for major household appliances" 10 : 404-409, 1973

26 Aaker, D. A, "Mesuring brand equity across product and markets" 38 : 102-120, 1996

27 Cronin, J. J., "Measuring service quality : A reexamination and extension" 56 (56): 56-68, 1992

28 Kim, W., "Measuring consumer-based restaurant brand equity" 45 (45): 115-131, 2004

29 김시형, "Measuring Customer-Based Hotel Brand Equity: The Impact of Brand Equity on Perceived Value and Repurchase Intention" 한국호텔외식경영학회 20 (20): 1-19, 2011

30 Aaker, D. A., "Managing Brand Equity" The Free Press 1991

31 Martin, H. S., "Exploring the cognitive nature of destination image and role of psychological factors in its formation" 29 (29): 263-277, 2008

32 Yang, J., "Exploring customer-based hotel brand equity" Graduate School of PaiChai University 2010

33 Martinez, E., "Effect of brand extension strategies on brand image : A comparative study of the UK and Spenish markets" 25 (25): 107-137, 2008

34 Yasin, N. M., "Does image of countryof-origin matter to brand equity?" 16 (16): 38-48, 2007

35 Patrick, J. F., "Development of s multi-dimensional scale for measuring the perceived value of a service" 34 (34): 119-134, 2002

36 Yoo, B, "Developing and validating multidimensional consumer based brand equity scale" 52 (52): 1-14, 2001

37 Pappu, R., "Consumer-based brand equity : improving the measurement empirical" 15 (15): 4-14, 2005

38 Oh, H., "Consumer satisfaction and service quality : A critical review of the literature and research implications for the hospitality industry" 20 (20): 35-64, 1997

39 Lei, J., "Consumer reponses to vertical service line extensions" 84 (84): 268-280, 2008

40 Keller, K. L., "Conceptualizing measuring and managing customer-based brand equity" 57 (57): 1-22, 1993

41 Keller, K. L, "Building customer-based brand equity" 10 (10): 14-19, 2001

42 Jacoby, J., "Brand loyalty vs repeat purchasing behavior" 57 (57): 1-22, 1973

43 Rios, R. E., "Brand equity for online companies" 26 (26): 719-742, 2008

44 Keller, K. L., "Brand and branding : research findings and future priorities" 25 (25): 740-759, 2006

45 Tellis, G., "Advertising exposure, loyalty and brand purchase : A two-state model of choice" 25 : 134-144, 1988

46 Bolton, R., "A multistage model of customer’s assessments of service quality and value" 17 (17): 375-384, 1991