Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty (광고태도, 브랜드 신뢰, 브랜드 애착, 브랜드 가치가브랜드 충성도에 미치는 영향)

Choi, Jinho (최진호)

doi:10.25111/jcd.2020.70.17

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.

KEYWORDS

Advertising Attitude, Brand trust, Brand attachment, Brand value, Brand loyalty

Citation status

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

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Journal of Communication Design 2023 KCI Impact Factor : 1.25

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

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

Journal of Communication Design 2023 KCI Impact Factor : 1.25

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

ABSTRACT

KEYWORDS

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