An Examination of the Effects of Brand Awareness, Brand Familiarity, and Brand Image on Brand Trust : A Structural Model = 구조방정식을 이용한 브랜드 인지, 브랜드 친숙도, 브랜드 이미지가 브랜드 신뢰에 미치는 영향 분석

국문 초록 (Abstract)

본 연구에서는 호스피탈리티 산업에서도 특히 외식산업분야의 브랜드인지, 브랜드 친밀도, 브랜드 이미지, 브랜드 신뢰간의 인과관계를 살펴보는 것을 목적으로 하고 있다. 제시된 연구모형의 이론적 검증을 하기위해 브랜드인지, 친밀도, 이미지, 그리고 브랜드 신뢰에 대한 광범위한 문헌연구를 토대로 연구모형을 도출하였으며, 도출한 연구모형의 실증분석을 위한 예비조사를 통해 브랜드이미지 형성에 유의한 영향을 줄 수 있는 브랜드 관련요인을 파악하고자 하였다. 본 연구에서는 또한 구조방정식을 활용하여 구성개념간의 인과관계를 검증하고자 하였다. 본 연구에서 제시된 결론 및 시사점을 통해 호스피탈리티 관련분야의 실무적 시사점을 제시해줄 수 있을 것으로 판단된다.

다국어 초록 (Multilingual Abstract)

The aim of this paper is to extend our understanding of the causal relationships among brand awareness, brand familiarity, brand image, and brand trust in the hospitality industry, with a particular emphasis on the restaurant business. In order to provide a theoretical background for the proposed model, the authors first undertook an extensive review of the relevant literature on brand awareness, brand familiarity, brand image, and brand trust Based on the synthesis of the literature, this study aims to propose a research model and hypotheses. To accomplish this objective, a pretest was conducted to identify the brand associations that contribute to brand image. This study also addresses the apparent causal relationships among the constructs by means of structural equation modeling. Consequently, the results of this study may provide important theoretical and practical implications for the hospitality industry.

목차 (Table of Contents)

• Abstract
• Ⅰ. INTRODUCTION
• Ⅱ. LITERATURE REVIEW
• Ⅲ. RESEARCH METHOD
• Ⅳ. RESEARCH RESULTS
• Ⅴ. CONCLUSION and IMPLICATIONS
• References
• 요약

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