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호텔 브랜드 자산의 구성요소가 재구매와 구전효과에 미치는 영향에 관한 연구
서원석 ( Seo Won Seog ),김미경 ( Kim Mi Gyeong ) 대한관광경영학회 2004 觀光硏究 Vol.18 No.2
Brand equity has been treated conspicuously since the late 1980s. Since then the important of brand equity has become greater than before. The company with a more powerful brand has a competitive advantage. There many companies are concerned with brand strategy as means of competition. This research is to investigate the effects of customer behavior intention about brand equity in hotel industry. This study suggests brand equity composition and adjustable model in relation with customer behavior intention, and then analyzed the relation of above surveyed behavior intention. The results indicate that brand loyalty and brand image are rather greater impacts on behavior intention than brand awareness. Finally results reveal that brand loyalty and brand image of hotel were positively related to further expansion of hotel development.