전라북도 관광체험 가치의 상향화 전략을 위한 러브마크 모니터링 항목도출 = Lovemark Monitoring Scale Items for Upscaling Tourist Experience Value of Chon-Buk Province

다국어 초록 (Multilingual Abstract)

The object of this study is to suggest the foundation of monitoring, evaluation and strategy generation that required to improve experience and brand of tourism to the level of lovemark with respect and love through applying lovemark theories to tourist destination of Chon-Buk Province. The major direction of business is recently changing from informational economy to experiential economy. It is not able to attract customers by traditional measures due to the improved ability of information acquisition with internet development. Without consideration for tourists and customers, additional tourism demand can`t not be created by only old-fashioned choice attributes or researches for selection factors. Competitive power can be endowed through introducing lovemark strategies well-matched with the era of emotional consumption. In consequence, the concept of lovemark was comprehensively analyzed based on conceptual definition. Additionally, evaluation form for experience value was induced by theoretical application with the beginning stage of Chon-Buk Province where potential energy is sufficient.

참고문헌 (Reference)

1 이태희, "지역고유의 이미지 창출방안-관광상품기획과 러브마크 전략" 행정안전부 지방행정연수원 3-34, 2010

2 안광호, "제품편익이 브랜드 애착과 브랜드 몰입에 미치는 영향: 제품유형과 자기감시성의 조절적 효과" 한국소비자학회 19 (19): 169-189, 2008

3 이윤원, "소비자와 브랜드 관계의 질 측정을 위한 척도 개발" 연세대학교 2003

4 최순화, "사랑받는브랜드의조건: from‘ Like’to ‘Love’" 삼성경제연구소 1-49, 2006

5 양준희, "브랜드의 미래: 러브마크" 서울: 서돌 2005

6 최상진, "브랜드-종업원 개성의 일치성이 고객친밀감에 미치는 영향에 관한 연구" 가톨릭대학교 2006

7 김정은, "브랜드 탄생 광고의 스토리 유형이 브랜드 태도에 미치는 영향에 대한 연구" 홍익대학교 2008

8 이학식, "브랜드 카리스마, 형성요인, 그리고 효과 : 상징적/기능적관여도의 조정적 작용" 한국마케팅학회 19 (19): 137-178, 2004

9 한은경, "브랜드 자산평가를 위한 감성 및 관계척도 개발에 관한 연구" 한국광고학회 14 (14): 37-66, 2003

10 이상민, "브랜드 메니지먼트" 서울: 비즈니스북스 2007

11 이상민, "러브마크이펙트" 서울: 서돌 2007

12 이태희, "러브마크감성행동론" 새로미 2011

13 한은경, "도시평판 척도개발에 관한 연구" 서울연구원 8 (8): 31-51, 2007

14 서창적, "고객만족에영향을미치는품질요인의 이원적 접근방법에 대한 연구" 한국품질경영학회 239-256, 1999

15 이상민, "감성디자인 감성브랜딩" 서울: 김앤김북스 2002

16 "www.oed.com"

17 "www.askoxford.com"

18 아크우드사이드, "When consumers and brands talk: Storytelling theory and research in psychology and marketing" JOHN WILEY SONS INC 25 (25): 97-145, 200802

19 Fombrun, C. J, "What’s in a name? Reputation-building and corporate strategy" 33 (33): 233-258, 1990

20 Kozinets, R. V, "Utopian enterprise: Articulating the meanings of star trek’s culture of consumption" 28 (28): 67-88, 2001

21 Cheung, C, "Trust in internet shopping: A proposed model and measurement instrument" 681-689, 2000

22 Christy, C, "Trust in internet shopping: A proposed model and measurement instrument" NY: American Conference on Information System 2000

23 Sternberg, R. J, "The nature of love" 47 (47): 312-329, 1984

24 Garbarino, E, "The different roles of satisfaction, trust, and commitment in customer relationships" 63 (63): 70-87, 1999

25 Morgan, R M, "The commitmenttrust theory of relationship marketing" 58 (58): 20-38, 1994

26 Chaudhuri, A, "The chain of effects from brand trust and brand effect to brand performance: The role of brand loyalty" 65 (65): 81-93, 2001

27 Escalas, J. E, "Sympathy and empathy:Emotional responses to advertising dramas" 29 (29): 566-578, 2003

28 Keller, K. L, "Strategic brand management:Building, measuring, and managing brand equity (2nd ed.)" Upper Saddle River, NJ:Prentice Hall 2003

29 Frei, J. R, "Respect in close relationships: Prototype definition, self-report assessment, and initial correlates" 9 (9): 121-139, 2002

30 Gruen, T. W, "Relationship marketing activities, commitment, and membership behaviors in professional associations" 64 (64): 34-49, 2000

31 Fournier, S, "Rediscovering satisfaction" 63 (63): 5-28, 1999

32 Rubin, Z, "Measurement of romantic love" 16 (16): 265-273, 1970

33 Dowling, G. R, "Managing your corporate image" 15 (15): 109-115, 1986

34 Aaker, D. A, "Managing brand equity" NY: The Free Press 1991

35 Roberts, K, "Lovemarks: The future beyond brands" NY: PowerHouse Books 2004

36 Rajagopal, A, "Lovemarks effect: Winning in the consumer revolution" Sydney: Murdoch Books 2006

37 LePla, J, "Integrated branding: Becoming brand driven through company-wide action" London: Kogan Page 2002

38 Gobe, M, "Emotional Branding: The new paradigm for connecting brands to people" NY: Allworth Press 2001

39 Robinette, S, "Emotion marketing: The hallmark way of winning customers for life" NY: McGraw-Hill 2001

40 Kovecses, Z, "Emotion concepts" NY: Springer-Verlag 1990

41 Delgado-Ballester, E, "Development and validation of a brand trust scale" 45 (45): 35-53, 2003

42 Zeithmal V. A, "Customer perceptions of price, quality and value: A mean-end model and synthesis of evidence" 52 (52): 2-22, 1988

43 Dowling, G. R, "Corporate reputations: Should you compete on yours" 46 (46): 19-36, 2004

44 Fournier, S, "Consumers and their brands:Developing relationship theory in consumer research" 24 (24): 343-373, 1998

45 Sternberg, R. J, "Construct validation of a triangular love scale European" 27 (27): 313-335, 1997

46 Garvin, D. A, "Competing on the eight dimensions of quality" 65 (65): 67-72, 1987

47 Wieselquist, J, "Commitment, pro-relationship behavior, and trust in close relationships" 77 (77): 942-966, 1999

48 Aaker, D. A, "Building strong brands" NY: The Free Press 1996

49 Lindström, M, "Brand sense: Build powerful brands through touch, taste, smell, sight, and sound" NY:Free Press 2005

50 Rajagopal, A, "Brand metrics: A tool to measure performance"

51 Nicholas, I, "Beyond branding: How the new values of transparency and integrity are changing the world of brands" London: Kogan Page Publishers 2003

52 Selnes, F, "An examination of the effect of poduct performance on brand reputation, satisfaction and loyalty" 27 (27): 19-35, 1993

53 Stern, B. B, "Advertising intimacy: Relationship marketing and the services consumer" 26 (26): 7-19, 1997

54 Sternberg, R. J, "A triangular theory of love" 93 (93): 119-135, 1986

55 Markus, H. R, "A social psychological model of behavior" 19 (19): 1-4, 2004

56 Pimentel, R. W, "A model for consumer devotion: Affective commitment with proactive sustaining behaviour" 2004 (2004): 1-45, 2004

57 최원식, "(세계 최고 브랜드에게 배우는) 오감 브랜딩" 랜덤하우스중앙 2006