복합리조트 브랜드자산과 회원권가치 연구
A Study on Brand Equity and Membership's value of Integrated Resort
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This study is based upon one assumption that the connection marketing is the key factorin achieving increase of brand equity and membership's value of integrated resort. Thisstudy is also assumed that the core factor of processing the marketing is service quality,and analysis of service quality's importance is referring to brand equity and value ofmembership. The purpose of this Study is to understand how and what kinds of servicequality impact brand, and to analyze how brand equity influences on value of membershipin order to apply the results of this study to the management level of individual companies. The model was tested through a factor analysis and regression analysis using SPSS 18.0on 202 respondents, who own membership of integrated resort. The results indicated thatservice quality of integrated resort is positively correlated to brand equity consisted ofbrand awareness and brand image. And the brand equity of integrated resort is positivelyeffect on value of membership. Finally, implication for executives and managers of integratedresort are discussed.
Abstract
This study is based upon one assumption that the connection marketing is the key factorin achieving increase of brand equity and membership's value of integrated resort. Thisstudy is also assumed that the core factor of processing the marketing is service quality,and analysis of service quality's importance is referring to brand equity and value ofmembership. The purpose of this Study is to understand how and what kinds of servicequality impact brand, and to analyze how brand equity influences on value of membershipin order to apply the results of this study to the management level of individual companies. The model was tested through a factor analysis and regression analysis using SPSS 18.0on 202 respondents, who own membership of integrated resort. The results indicated thatservice quality of integrated resort is positively correlated to brand equity consisted ofbrand awareness and brand image. And the brand equity of integrated resort is positivelyeffect on value of membership. Finally, implication for executives and managers of integratedresort are discussed.
참고문헌 (24)
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