브랜드 아이덴티티가 고객충성도에 미치는 효과

Abstract

ABSTRACT

The Effects of Brand Identity on Customer Loyalty

by Cho, Ji-seen Advisor: Park, Jong-chul, Ph. D. Graduate School of Business Administration, Chosun University

In this study we examine how brand value and satisfaction affect on the customer loyalty. A model integrating brand identity, perceived value, satisfaction, and customer loyalty is tested using the data of 255 young consumers. The results of the data analysis showed that brand identity positively influenced on perceived value and customer loyalty. Also, perceived value had a significant impact on satisfaction. Finally, perceived value positively influenced on the customer loyalty, and satisfaction positively influenced on the customer loyalty.