고객이 지각하는 브랜드 진정성이 브랜드 신뢰 및 브랜드 충성도에 미치는 영향 - 네트워크 프랜차이즈 치과 클리닉을 중심으로 -
The Effect of Brand Authenticity Perceived by Customer on Brand Trust and Brand Loyalty - Focusing on Network Franchise Dental Clinic’s in Medical -
양정화(경상대학교); 김세범(경상대학교)
20권 3호, 1~12쪽
초록
The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.
Abstract
The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.
- 발행기관:
- 한국병원경영학회
- 분류:
- 기타경영학