컨벤션센터 브랜드 경험이 브랜드 애착과 구전의도 및 재방문의도에 미치는 영향: 고객 관여도의 조절 효과

As a strategic approach to enhance visitors' loyalty towards a convention center, brand marketing is one of thesignificant issues in the contention industry. The primary objective of this study was to investigate the role of brandexperience towards a convention center in a behavioral model. Specifically, it was hypothesized that four types ofbrand experience positively affect brand attachment and thus may enhance each word-of-mouth intention and revisitintention. it was also proposed that customer involvement moderated the relationship between brand attachment andconsequences (i.e., word-of-mouth intention and revisit intention). Based on the literature review, a proposed modelwas developed and then tested using data collected from 297 visitors who participated in diverse theme-based events,fairs, and exhibitions of BEXCO. To reach the hypotheses, several empirical analyses were conducted. The resultsshowed that the factors of brand experience except for affective experience were significant predictors of brandattachment. Brand attachment was also found to be a predictor of word-of-mouth and revisit intention, respectively. Furthermore, it was found that customer involvement played a moderating role in the relationship between brandattachment and the consequences .The significant results of this study may enable a convention center's managers todevelop marketing strategies.