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Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.235-246
  • DOI : 10.25111/jcd.2020.70.17
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : November 5, 2019
  • Accepted : January 27, 2020
  • Published : January 31, 2020

Choi, Jinho 1

1동덕여자대학교

Accredited

ABSTRACT

The purpose of this study was to investigate the structural relationships among advertising attitude, brand trust, brand attachment, brand value, and brand loyalty perceived by female consumers. Data were collected from a convenience sample of undergraduates(N=222) enrolled at a women’s university. The descriptive statistics, confirmatory factor analysis, and structural equation model analysis were conducted for the proposed research model. As a result, the hypothesized relationship between advertising attitude and brand loyalty was not supported. Advertising attitude was positively and significantly related to brand trust, brand attachment, and brand value. Brand trust had a positive effect on brand loyalty. Brand attachment was not statistically significant with brand loyalty. Brand value had a positive effect on brand loyalty. This study will serve as an important opportunity to verify the relationship between the effectiveness of advertising photography and brand characteristics in the field of marketing communication and is expected to be provided as an interesting information for the area of future marketing strategy.

Citation status

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