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Identification of dimensionality of brand equity and its structural relationships with overall brand equity, brand attitude, and revisit intent: A case study of family restaurants

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2006, 30(6), pp.339-360
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

현용호 1 Huh Hyang-Jin 2 Jang-Hyeon Nam 3

1미국 Temple 대학교 NLTeC 연구소
2제주대학교
3영국 Surrey대학교

Accredited

ABSTRACT

This article is to identify the dimensionality of four-dimension brand equity model suggested by Kim and Kim (2004) and Yoo and Donthu(2001) and examine the structural relationships between brand equity, overall brand equity, brand attitude and revisit intent. Though initially three dimensional brand equity was identified through EFA against two groups selected randomly from the same data, x2 difference test however showed that four dimensional brand equity model was found better than those of three dimensional models. Furthermore, multigroup factorial invariance analysis confirmed 4 dimensional brand equity as a general model. Most paths was found significant statistically except some causal variables.

Citation status

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