The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes produ ...

The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

(https://academic.naver.com/article.naver?doc_id=123276695)

본 자료는 최종결과물(결과보고서)의 원자료이다.

본 연구는 상호작용성 구성 요인에 대해 탐구하고 이를 토대로 스포츠스폰서십 환경에서 타이틀 스폰서와 스포츠 이벤트의 동일시를 강화하는데 필요한 상호작용성의 구성요인을 찾고자 해당 논문을 활용하였다.

본 자료는 최종결과물(결과보고서)의 원자료이다.

본 연구는 상호작용성 구성 요인에 대해 탐구하고 이를 토대로 스포츠스폰서십 환경에서 타이틀 스폰서와 스포츠 이벤트의 동일시를 강화하는데 필요한 상호작용성의 구성요인을 찾고자 해당 논문을 활용하였다.

Model
Background
Hypotheses
Control Variables
Method
The Unit of Analysis
Independent Measures
Phase 1
Phase 2
Phase 3
Final Data Set
Results
Discussion
Empirical Findings
Managerial Implications
Limitations and Further Research
REFERENCES ...

Model
Background
Hypotheses
Control Variables
Method
The Unit of Analysis
Independent Measures
Phase 1
Phase 2
Phase 3
Final Data Set
Results
Discussion
Empirical Findings
Managerial Implications
Limitations and Further Research
REFERENCES