박물관 관광객의 브랜드개성과 체험이 감정적 애착 및 충성도에 미치는 영향 = The Effects of Brand Personality and Experiences on Emotional Attachment and Tourist Loyalty in the Museum

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate whether 4 dimensions of brand personality and experiences can affect emotional attachment and whether emotional attachment can affect brand loyalty in the museum. Also this study investigated whether experiences moderate in the causal relationship between brand personality and brand attachment. Questionnaires were given to a sample of tourists who visited Gyeongju national museum in Gyeongju. A total of 284 questionnaires were analyzed with SPSS/PC+. Empirical research findings were that firstly, sincerity, competence, and sophistication affected brand attachment and secondly, experiences affected brand attachment and thirdly, brand attachment affected brand loyalty. However, experiences did not moderate in the causal relationship between brand personality and brand attachment. Based on these findings, marketers of museum were recommended to strengthen dimensions of sincerity, competence, sophistication and experiences.