지역축제의 장소마케팅노력에 대한 장소브랜드 관계결속요인에 관한 연구
Relationship Attachment Factors for Place Marketing Effort in a Local Festival
This work examines the relationship between consumer and place-brand for successful place marketing achievement, as well as examining relationship with brand community as a factor of relationship attachment. Author also examined the effect and resultant factors of place-brand community with seven dimensions of consumer-brand relationship using Fournier's study. The empirical results showed that the quality relationship between consumer and place-brand had an impact on satisfaction level and loyalty to the place-brand, while emotional dimensions such as love, passion and nostalgia had a direct effect. Other dimensions of relationship quality had shown an indirect effect on the consumers' satisfaction and loyalty through place-brand community.
- 한국학술정보 : 저널
원문복사신청을 하시면, 일부 해외 인쇄학술지의 경우 외국학술지지원센터(FRIC)에서
무료 원문복사 서비스를 제공합니다.
NDSL에서는 해당 원문을 복사서비스하고 있습니다. 위의 원문복사신청 또는 장바구니 담기를 통하여 원문복사서비스 이용이 가능합니다.
- 이 논문과 함께 출판된 논문 + 더보기