@article{ART002555158},
author={Choi, Jinho},
title={Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty},
journal={Journal of Communication Design},
issn={1976-1562},
year={2020},
volume={70},
pages={235-246},
doi={10.25111/jcd.2020.70.17}
TY - JOUR
AU - Choi, Jinho
TI - Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty
JO - Journal of Communication Design
PY - 2020
VL - 70
IS - null
PB - CDAK Society of Communication Design
SP - 235
EP - 246
SN - 1976-1562
AB - 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.
KW - Advertising Attitude;Brand trust;Brand attachment;Brand value;Brand loyalty
DO - 10.25111/jcd.2020.70.17
ER -
Choi, Jinho. (2020). Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty. Journal of Communication Design, 70, 235-246.
Choi, Jinho. 2020, "Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty", Journal of Communication Design, vol.70, pp.235-246. Available from: doi:10.25111/jcd.2020.70.17
Choi, Jinho "Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty" Journal of Communication Design 70 pp.235-246 (2020) : 235.
Choi, Jinho. Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty. 2020; 70 235-246. Available from: doi:10.25111/jcd.2020.70.17
Choi, Jinho. "Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty" Journal of Communication Design 70(2020) : 235-246.doi: 10.25111/jcd.2020.70.17
Choi, Jinho. Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty. Journal of Communication Design, 70, 235-246. doi: 10.25111/jcd.2020.70.17
Choi, Jinho. Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty. Journal of Communication Design. 2020; 70 235-246. doi: 10.25111/jcd.2020.70.17
Choi, Jinho. Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty. 2020; 70 235-246. Available from: doi:10.25111/jcd.2020.70.17
Choi, Jinho. "Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty" Journal of Communication Design 70(2020) : 235-246.doi: 10.25111/jcd.2020.70.17