컨벤션센터 방문객의 다른 고객들의 지각이브랜드 고급화 형성에 미치는 영향: 체면민감성의 조절효과
- Title
- 컨벤션센터 방문객의 다른 고객들의 지각이브랜드 고급화 형성에 미치는 영향: 체면민감성의 조절효과
- Author
- 현성협
- Issue Date
- 2014-09
- Publisher
- 한국관광학회
- Citation
- 관광학연구. Vol. 38 No. 7 (2014) pg. 143, 27 p.
- Abstract
- The purpose of this research was to examine the role of three types of other-customers’ perceptions in the context of the convention centers with regards to brand prestige. It was hypothesized that brand prestige can result in two managerial outcomes: brand identification and brand loyalty. During the theory-building process, face-consciousness was assumed to moderate the relationship between other-customer perceptions, and brand prestige. To access the research hypotheses, data were collected from 279 visitors to BEXCO, a convention center. The results showed that three types of other- customer perceptions positively affected brand prestige, and can thus aid to enhance brand identification and brand loyalty. Lastly, it was found that face-consciousness played an important moderating role in the relationship between other-customer perceptions and brand prestige. These results reveal that operators need to focus on brand prestige as a key for operational strategies in the context of convention centers.
- URI
- http://kiss.kstudy.com/thesis/thesis-view.asp?key=3265767http://hdl.handle.net/20.500.11754/52287
- ISSN
- 1226-0533
- Appears in Collections:
- COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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