본문 바로가기
KERD
논문KCI 등재

브랜드 경험이 브랜드 신뢰와 고객 프리미엄 지불의사에 미치는 영향

The effect of Brand Experience on Brand credibility and customer’s willingness-to-pay a premium

최호준
관광경영학회 (Tourism Management Research Organization)|2018.12|관광경영연구 (Journal of Tourism Management Research)|제22권 제7호|pp. 57-76|DOI 10.18604/tmro.2018.22.7.4

1

조회

0

다운로드

14

인용

0

참고문헌

초록

A key factor in relationship marketing is maintaining and creating long-term customer relationships through tangible and intangible relationship benefits such as special relationship benefits, social benefits, and psychological benefits. In addition, it can induce customer satisfaction by inducing voluntary customer participation in relationship marketing. Positive brand experiences are important to drive customer engagement. A customer's positive experience has a positive affect on the product or service. Positive brand experiences also appear as trust in the brand. These brand experiences generate long-term customers. This can also increase the profit of the enterprise. Therefore, it is important to study how these friendly customers are willing to pay for the brand experience. The purpose of this study is to empower customers with positive experiences with specific hotel brands by paying a premium intention by empirically analyzing the significant impact that brand experiences have on brand trust and will. The relationship between emotional experience, intellectual experience and brand credibility is adopted. Brand credibility has also been found to affect premiums that are willing to pay. This study was conducted for customers who have experienced a hotel. It makes sense, therefore, for hotel companies to offer loyalty to customers and to present their willingness to pay premiums.

Abstract

A key factor in relationship marketing is maintaining and creating long-term customer relationships through tangible and intangible relationship benefits such as special relationship benefits, social benefits, and psychological benefits. In addition, it can induce customer satisfaction by inducing voluntary customer participation in relationship marketing. Positive brand experiences are important to drive customer engagement. A customer's positive experience has a positive affect on the product or service. Positive brand experiences also appear as trust in the brand. These brand experiences generate long-term customers. This can also increase the profit of the enterprise. Therefore, it is important to study how these friendly customers are willing to pay for the brand experience. The purpose of this study is to empower customers with positive experiences with specific hotel brands by paying a premium intention by empirically analyzing the significant impact that brand experiences have on brand trust and will. The relationship between emotional experience, intellectual experience and brand credibility is adopted. Brand credibility has also been found to affect premiums that are willing to pay. This study was conducted for customers who have experienced a hotel. It makes sense, therefore, for hotel companies to offer loyalty to customers and to present their willingness to pay premiums.

참고문헌 (58)

  1. 고재윤, "중요도와 성취도 평가 및 만족도에 관한 연구", 호텔관광연구, 8(4), pp.47~60 (2006), 한국호텔관광학회
  2. 김경현, "골프장 시설 디자인 구성요소와 고객접점서비스가 고객만족과 구매 후 행동에 미치는 영향", 한국체육학회지, 51(3), pp.207~217 (2012), 한국체육학회[DOI]
  3. 김세미, "경험제공수단(ExPros)이 브랜드 경험차원과 브랜드 관계성에 미치는 효과 - Identity, Products 영역에 대한 디자인 경영 측면의 전략 재고 -", 한국디자인포럼, (57), pp.115~124 (2017), 한국디자인트렌드학회[DOI]
  4. 김유경, "전략적 대안으로서 경험 커뮤니케이션 모델의 유용성에 관한 연구 : 총체적 경험유형과 Ex-Pros.의 분석을 토대로", 광고학연구, 14(4), pp.67~83 (2003), 한국광고학회
  5. 김한신, "호텔 레스토랑 브랜드이미지와 브랜드신뢰가 재구매의도에 미치는 영향: 서비스품질의 매개효과", 관광경영연구, 20(6), pp.47~69 (2016), 관광경영학회
  6. 나종호, "고객접점서비스가 고객만족과 재방문의도에 미치는 영향: 대안부족의 조절효과", 관광경영연구, 18(2), pp.61~80 (2014), 관광경영학회
  7. 박현정, "기업의 사회적 책임활동과 공정무역제품 신뢰, 구매의도, 프리미엄가격 지불의도와의 관계", 상품학연구, 30(7), pp.103~122 (2012), 한국상품학회[DOI]
  8. 송경숙, "패밀리레스토랑 체험마케팅이 브랜드 이미지와 신뢰도 및 충성도에 미치는 영향 - 20~30대 소비자를 대상으로 -", 관광연구저널, 23(3), pp.201~220 (2009), 한국관광연구학회
  9. 이진용, "브랜드 경험에 대한 개념적 고찰과 실무적 시사점", 소비자학연구, 14(2), pp.215~242 (2003), 한국소비자학회
  10. 정효선, "국내 한식당의 서비스 접점 요인과 신뢰, 평가, 행동의도와의 인과관계 연구", 외식경영연구, 13(2), pp.211~232 (2010), 한국외식경영학회
  11. 최상원, "스포츠센터의 고객접점서비스, 고객만족, 전환장벽, 재구매간의 인과관계", 한국체육과학회지, 22(4), pp.179~195 (2013), 한국체육과학회
  12. 최성수, "소비경험이 브랜드 신뢰, 고객만족도, 재구매 의도에 미치는 영향 연구: 스타벅스 커피전문점을 중심으로", 관광레저연구, 24(4), pp.357~377 (2012), (사)한국관광레저학회[DOI]
  13. Alloza, A, "Brand engagement and brand experience at BBVA: the transformation of a 150-year-old company", Corporate Reputation Review, 11(4), pp.371~381 (2008)
  14. Baek, T. H., "The differential roles of brand credibility and brand prestige in consumer brand choice", Psychology & Marketing, 27(7), pp.662~678 (2010)
  15. Baek, T. H., "Exploring the consequences of brand credibility in services", Journal of Services Marketing, 25(4), pp.260~272 (2011)
  16. Berry, L. L, "Relationship marketing of service growing interest, emerging perspective", Journal of the Academic of Marketing Scien, 23(3), pp.236~245 (1995)
  17. Blut, M., "How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: a meta-analysis", International Journal of Research in Marketing, 32(2), pp.226~229 (2015)
  18. Brakus, J. J., "Brand experience: what is it? How is it measured? Does it affect loyalty?", Journal of Marketing, 73(3), pp.52~68 (2009)
  19. Bull, I., "Brand extension strategies: perceived fit, brand type, and culture influences", European Journal of Marketing, 43(11, pp.12) (2009), 1300~1324
  20. Chitturi, R., "Design for synergy with brand or price information", Psychology & Marketing, 27(7), pp.679~697 (2010)
  21. Clarkson, J. T., "The desire for consumption knowledge", Journal of Consumer research, 39(6), pp.1313~1329 (2013)
  22. Davcik, N. S., "Impact of product differentiation, marketing investments and brand equity on pricing strategies: a brand level investigation", European Journal of Marketing, 49(5, pp.6) (2015), 760~781
  23. Delgado B., "Brand trust in the context of consumer loyalty", European Journal of Marketing, 25(11, pp.12) (2001), 1238~1258
  24. Ding, C. G., "On the relationships among brand experience, hedonic emotions, and brand equity", European Journal of Marketing, 49(7, pp.8) (2015), 994~1015
  25. Dolbec, P. Y., "The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity", Journal of Retailing, 89(4), pp.460~466 (2013)
  26. Dwyer, F., "Developing Buyer-Seller Relationships", Journal of Marketing, 51(2), pp.11~27 (1987)
  27. Ebrahim, R., "A brand preference and repurchase intention model: the role of consumer experience", Journal of Marketing Management, 32(13-14), pp.1~30 (2016)
  28. Erdem, T., "Brand credibility, brand consideration, and choice", Journal of Consumer Research, 31(1), pp.191~198 (2004)
  29. Fournier, S, "Consumers and their brands: developing relationship theory in consumer research", Journal of Consumer research, 24(4), pp.343~373 (1998)
  30. Fullerton, G, "The service quality–loyalty relationship in retail services: does commitment matter?", Journal of Retailing and Consumer Services, 12(2), pp.99~111 (2005)
  31. Ha, H. Y., "Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust", Journal of Consumer Behaviour, 4(6), pp.438~452 (2005)
  32. Holbrook, M. B, "Consumption Experience, Customer Value, and Subjective Personal Introspection: An Illustrative Photographic Essay", Journal of Business Research, 59(6), pp.714~725 (2006)
  33. Hovland, C., "Communication and Persuasion: Psychological Studies of Opinion Change" (1953), Yale University Press
  34. Huang, C. C, "The impacts of brand experiences on brand loyalty: mediators of brand love and trust", Management Decision, 55(5), pp.915~934 (2017)
  35. Iglesias, O., "The role of brand experience and affective commitment in determining brand loyalty", Journal of Brand Management, 18(8), pp.570~582 (2011)
  36. Klein, J. F., "Linking pop-up brand stores to brand experience and word of mouth: the case of luxury retail", Journal of Business Research, 69(12), pp.5761~5767 (2016)
  37. Knox, S, "Positioning and branding your organization", Journal of Product & Brand Management, 13(2), pp.105~115 (2004)
  38. Li, G., "Luxury fashion brand consumers in China: perceived value, fashion lifestyle, and willingness to pay", Journal of Business Research, 65(10), pp.1516~1522 (2012)
  39. Ligas, M., "The moderating roles of shopper experience and store type on the relationship between perceived merchandise value and willingness to pay a higher price", Journal of Retailing and Consumer Services, 19(2), pp.249~258 (2012)
  40. Madhok, A, "Revisiting Multinational Firm’s Tolerance for Joint Veture, A Trust-Based Approach", Journal of International Business Studies, 37(1), pp.117~137 (2006)
  41. Meung, J., "Predictors of relationship quality for luxury restaurants", Journal of Retailing and Consumer Services, 15, pp.509~515 (2008)
  42. Netemeyer, R. G., "Developing and validating measures of facets of customer-based brand equity", Journal of Business Research, 57(2), pp.209~224 (2004)
  43. Ngo, N., "Identification and Mechanism of Action of a Novel Small-Molecule Inhibitor of Arenavirus Multiplication", Journal of Virology, 90(18), pp.10924~10933 (2016)
  44. Nicolao, L., "Happiness for sales: do experiential purchases make consumers happier than material purchases?", Journal of Consumer research, 36(2), pp.188~198 (2009)
  45. Nyffenegger, B., "Service brand relationship quality: hot or cold?", Journal of service research, 18(1), pp.90~106 (2015)
  46. Nysveen, H., "Brand experiences in service organizations: exploring the individual effects of brand experience dimensions", Journal of Brand Management, 20(5), pp.404~423 (2013)
  47. Oliver, R. L, "Satisfaction: A Behavioral Perspective on the Consumer" (2010), M.E. Sharpe
  48. Palmatier, R. W., "Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty", Journal of marketing research, 44(2), pp.185~199 (2007)
  49. Ramaseshan, B., "Connecting the dots between brand experience and brand loyalty: the mediating role of brand personality and brand relationships", Journal of Brand Management, 21(7), pp.664~683 (2014)
  50. Rao, A. R., "Causes and consequences of price premiums", Journal of Business, 69(4), pp.511~535 (1996)
  51. Rossiter, J. R., "Advertising and Promotion Management" (1987), McGraw Hill
  52. Sahin, A., "The effects of brand experiences to build brand and customer relationships: the empirical research on global brands", Procedia-Social and Behavioral Sciences, 24(2), pp.1288~1301 (2011)
  53. Schmitt, B. H, "Experiential Marketing: How to Get Customer to sense, Feel, Think, Act Relate to your Company and Brands" (1999), The Free Press
  54. Sichtmann, C, "An analysis of antecedents and consequences of trust in a corporate brand", European Journal of Marketing, 41(910), pp.999~1015 (2007)
  55. Sivakumar, K., "Quality tier competition: how price change influences brand choice and category choice", The journal of marketing, 61(3), pp.71~84 (1997)
  56. Thomson, M., "The ties that bind: measuring the strength of consumers' emotional attachments to brands", Journal of consumer psychology, 15(1), pp.77~91 (2005)
  57. Underwood, R, L., "Packaging as brand communication: Effect of product pictures on consumer responses to the package and brand", Journal of Marketing Theory and Practice, 10(4), pp.58~68 (2002)
  58. Zehir, C., "The effect of brand communication and service quality in building brand loyalty through brand trust; The empirical research on global brands", Procedia-Social and Behavioral Sciences, 24, pp.1218~1231 (2011)

관련 논문AI추천

호텔 고객의 브랜드 경험가치와 브랜드 만족, 브랜드 몰입, 브랜드 사랑 간의 관계백주아, 최영배한국호텔리조트학회 · 호텔리조트연구2021 · 제20권 제2호The Impact of Brand Experience on Brand Transgression Effect강명수, 이희정한국상품학회 · 상품학연구2014 · 제32권 제1호서비스 산업의 브랜드 체험, 고객의 지각된 가치, 브랜드 지지행동의 관계김규배, Zhen-Feng Cheng한국유통과학회 · 유통과학연구2019 · 제17권 제2호고객경험과 고객신뢰 및 고객충성도에 관한 구조관계 연구김영중, 김창일한국외식산업학회 · 한국외식산업학회지2023 · 제19권 제5호호텔의 브랜드 이미지가 신뢰 및 재방문 의도에 미치는 영향신현주, 이정원한국외식산업학회 · 한국외식산업학회지2020 · 제16권 제3호브랜드체험이 소비자-브랜드관계에 미치는 영향박명호, 이승재한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2011 · 제19권 제2호

이 간행물의 다른 논문 (41건)

순천만습지 선택속성이 방문수요에 미치는 영향이희찬, 차주영pp. 1-18특급호텔 외식종사원의 창업의도 및 행동 연구: 계획행동이론의 확장을 적용하여신형철, 고봉호pp. 19-39외식기업의 마케팅 성과에 대한 마케팅 비용 지출의 효과구원일pp. 41-55여가 생활로서 콘서트 참관객의 개인적 특성, 참가동기가 주관적 건강인지도에 미치는 영향김정은, 박희정pp. 77-95저비용항공사 관계마케팅이 고객신뢰, 고객만족 및 재구매의도에 미치는 영향정태연pp. 97-120
원문 보기