컨벤션센터의 브랜드 풍문이 컨벤션센터의 명품지수와 컨벤션센터 서비스 품질에 미치는 구조관계에 관한 연구: 사회적 비교 정보 집중도의 조절효과와 함께

Abstract

The purpose of this study was to investigate factors driving a convention center's brand prestige. It also examined the relationship between a convention center's brand hearsay and service quality mediated by brand prestige. Moreover, it was to identify the moderating role of attention to social comparison information. The suggested theoretical model was empirically tested through structural equation modeling(SEM) of data collected 313 visitors at BEXCO in Busan. The results revealed that three factors of brand hearsay(controlled communication, publicity, and word of mouth) showed a positive effect on the convention center's brand prestige. The results also showed that brand prestige positively influenced three sub-dimensions of the convention center's service quality. Attention to social comparison information played a moderating role in the relationship between publicity and brand prestige. The findings suggested theoretical and practical implications for convention marketers.