확장브랜드의 관계마케팅 활동이 확장브랜드의 이미지, 태도, 충성도에 미치는 영향에 관한 연구: 외식업을 중심으로 = The Effectiveness of various extension brand marketing activity on image, attitude and loyalty of extension brand: Focused on Foodservice Industry

다국어 초록 (Multilingual Abstract)

This research tries to analyze effectiveness of various extension brand
marketing activity on image of extension brand, attitude of extension brand
and loyalty of extension brand. The results of the statistical analysis were as
follows.

First, relationship between marketing activity of extension brand and
image of extension brand(H1) shows path-coefficients value of 0.49, and
t-value of 8.08. Second, relationship between marketing activity of extension
brand and attitude of extension brand(H2) shows path-coefficients value of
0.23, and t-value of 3.91. Third, relationship between marketing activity of
extension brand and loyalty of extension brand(H3) shows path-coefficients
value of 0.41 and t-value of 6.75. This shows that according hypothesis is
supported by approving there is significant effective relationship.

참고문헌 (Reference)

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