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브랜드 이미지, 브랜드 신뢰, 브랜드 몰입, 고객만족 및 브랜드 충성도 간의 구조적 관계에 관한 연구 - 중국진출 한국 주요 브랜드를 대상으로-

A Study of the Structural Relationships of Brand Image, Brand Trust, Brand Commitment, Customer Satisfaction and Brand Loyalty - Focusing on Leading Korean Brands in China -

윤성환
중국학연구회 (The Society Of Chinese Studies)|2015.08|중국학연구|제73호|pp. 323-361

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참고문헌

키워드

Customer SatisfactionBrand ImageBrand TrustBrand LoyaltyBrand CommitmentKorean Brand in China
주제분류중국어와문학

초록

The main purpose of this study is to grasp a structural relationship among perceived brand image, brand trust, brand commitment, customer satisfaction and brand loyalty of three Korean companies in China by Chinese Consumers. The empirical findings are as follows: First, Chinese consumers showed a favorable response to the efforts of three Korean companies of brand image and such brand image turn out to be positively influential on brand trust. Second, the brand trust as to three Korean companies displayed by Chinese consumers induces positive influences on customer satisfaction and brand commitment respectively. Third, brand commitment turn out to be positively influential on customer satisfaction, as well as customer satisfaction and brand commitment all turn out to be positively influential on brand loyalty. These outcomes show that it needs to consider raising brand image first of all in order to improve Chinese consumers’ loyalty on Korean brand. Therefore the Korean companies should make various efforts to raise brand image at corporate level.

Abstract

The main purpose of this study is to grasp a structural relationship among perceived brand image, brand trust, brand commitment, customer satisfaction and brand loyalty of three Korean companies in China by Chinese Consumers. The empirical findings are as follows: First, Chinese consumers showed a favorable response to the efforts of three Korean companies of brand image and such brand image turn out to be positively influential on brand trust. Second, the brand trust as to three Korean companies displayed by Chinese consumers induces positive influences on customer satisfaction and brand commitment respectively. Third, brand commitment turn out to be positively influential on customer satisfaction, as well as customer satisfaction and brand commitment all turn out to be positively influential on brand loyalty. These outcomes show that it needs to consider raising brand image first of all in order to improve Chinese consumers’ loyalty on Korean brand. Therefore the Korean companies should make various efforts to raise brand image at corporate level.

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