초록

용어보기논문에서 용어와 풀이말을 자동 추출한 결과로, 시범 서비스 중입니다. AI-Helper

Abstract ▼ AI-Helper

The purpose of this study is to examine the effect of the consumer-brand relationship quality on the brand loyalty in the golf-brand industry. The questionnaires were distributed to 400 consumer who have been experienced to use the 7 golf-brand industry. The 375 questionnaires were responded, and 20...

The purpose of this study is to examine the effect of the consumer-brand relationship quality on the brand loyalty in the golf-brand industry. The questionnaires were distributed to 400 consumer who have been experienced to use the 7 golf-brand industry. The 375 questionnaires were responded, and 20 unusable questionnaires were excluded, then 355 were used for the final analysis. For the statistical analysis, SPSS (14.0) was used to conduct the frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. Golf-Brand industry perceived 4 factors to measure the consumer-brand relationship quality : love and passion, self-connection, brand partner quality, and intimacy. The results showed that repurchase intention and positive word-of-mouth can be achieved through consumer-brand relationship. The love and passion factor and brand partner quality factor increases not only repurchase intention but also word-of-mouth.

Keyword