브랜드 이미지, 브랜드 신뢰 및 브랜드 애호도의 구조적 관계 : 금융브랜드 이미지를 중심으로 = The Structural Relationship of Brand Image, Brand Trust, and Brand Loyalty

국문 초록 (Abstract)

본 논문은 브랜드 이미지와 브랜드 신뢰 그리고 브랜드 애호도에 관한 구조적 관계를 실증분석을 통해 검증하고자 하였다. 이를 위해 은행을 이용해 본 경험이 있는 고객들을 상대로 설문조사를 하였으며 수집된 자료를 이용하여 구조방정식에 의해 브랜드 이미지, 브랜드 신뢰, 그리고 브랜드 애호도 간의 인과관계를 검증하였다. 분석결과 브랜드 이미지는 브랜드 신뢰에 브랜드 신뢰는 브랜드 애호도에 직접적으로 영향을 미치는 것으로 나타났다. 또한 브랜드 이미지와 브랜드 애호도와의 관계에서 브랜드 신뢰는 부분적으로 매개적 작용을 하는 것으로 나타났다. 마지막으로 연구결과에 따른 실무적 시사점과 연구의 한계점 및 미래 연구방향에 대해 기술하였다.

다국어 초록 (Multilingual Abstract)

This study examines the structural relationship among brand image, brand trust, and brand loyalty in bank industry, and then how brand trust plays a role of mediating variables between brand image and brand loyalty.
Findings of this study are as follows:
First, the brand image is significantly related to brand trust. The more consumer arouses about brand image, the more he trust the brand.Second, brand trust affects brand loyalty. Creating and maintaining brand trust produces positive results in repeat purchase and word-of-mouth activities. Third, brand trust is definitely found as a mediating variables which illustrates the relationship of brand image and brand loyalty.
This paper suggests some marketing implications.
First, it is possible to place a powerful brand when a brand has strong, favorable, and unique brand image. Bank industry should endeavor to build and maintain a strong, favorable, unique brand image because the powerful brand leads to brand equity. Second, financial goods in bank do not still perform in their strong, favorable and unique brand image attributes. Therefore banks provide consumers the strong, favorable, unique brand image in financial goods through effective communications.

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