초록

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

Abstract ▼ AI-Helper

The importance of brand affect and brand trust of consumers is being emphasized as the product and service differentiation among corporate gets harder and brand competition grows much fiercer lately. The purpose of this study is to show the process in which the brand affect and brand trust affect...

The importance of brand affect and brand trust of consumers is being emphasized as the product and service differentiation among corporate gets harder and brand competition grows much fiercer lately. The purpose of this study is to show the process in which the brand affect and brand trust affect the customer satisfaction and brand loyalty by means of brand commitment in the development of customer-brand relationship focusing on domestic mobile communication corporate brands. And it also suggested the research model and verified the hypothesis to investigate what control effects are there in the effect of customer satisfaction on brand loyalty by dividing the group into one of low word-of-mouth intention and the other of high word-of-mouth intention. As for the results of research model verification, brand affect and brand trust showed a positive effect on brand commitment, and brand commitment showed a positive effect on the customer satisfaction and brand loyalty. A lesson is suggested on the basis of these results that can secure the customers with tendency of brand commitment which can be a consistent resource of corporate’s competitive advantages in the development of customer-brand relationship.

주제어