The Effects of Other Customer Perceptions on Brand Prestige in the Context of Convention Center: The Moderating Role of Face Consciousness (컨벤션센터 방문객의 다른 고객들의 지각이 브랜드 고급화 형성에 미치는 영향 - 체면민감성의 조절효과 -)

HYUN SUNGHYUP (현성협); 이광호; Hwang, Jinsoo (황진수)

The Effects of Other Customer Perceptions on Brand Prestige in the Context of Convention Center: The Moderating Role of Face Consciousness

Journal of Tourism Sciences
Abbr : JTS
2014, 38(7), pp.143-169
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

HYUN SUNGHYUP ¹, 이광호 ², Hwang, Jinsoo ³

¹부산대학교
²부산대학교 관광컨벤션학과
³동서대학교

Accredited

ABSTRACT

The purpose of this research was to examine the role of three types of other-customers’ perceptions in the context of the convention centers with regards to brand prestige. It was hypothesized that brand prestige can result in two managerial outcomes: brand identification and brand loyalty. During the theory-building process, face-consciousness was assumed to moderate the relationship between other-customer perceptions, and brand prestige. To access the research hypotheses, data were collected from 279 visitors to BEXCO, a convention center. The results showed that three types of other- customer perceptions positively affected brand prestige, and can thus aid to enhance brand identification and brand loyalty. Lastly, it was found that face-consciousness played an important moderating role in the relationship between other-customer perceptions and brand prestige. These results reveal that operators need to focus on brand prestige as a key for operational strategies in the context of convention centers.

KEYWORDS

Other customer perception, Brand prestige, Face consciousness, Brand identification

Citation status

* References for papers published after 2023 are currently being built.

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