브랜드 체험과 브랜드 개성이 브랜드 충성도에 미치는 영향에 관한 연구:
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- 마케팅 현지화와 브랜드 글로벌성의 조절효과를 중심으로
- This study will look at the impact of brand experience and brand personality on brand loyalty in the Chinese market. The Korean coffee shop will find out why it is going bankrupt in the Chinese market. In particular, research on the Adjustment Effect off marketing localization and brand globality will be done．
In this study, 271 Chinese consumers who have been to coffee shop are analyzed. The results show that brand experience and brand personality have a partial impact on satisfaction. Marketing localization has played a part of the regulatory role, but the brand globality has no significant regulatory role.
Theoretical and managerial implications were suggested based on the findings.
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- 브랜드 체험; 브랜드 개성; 마케팅 현지화; 브랜드 글로벌성; 브랜드 충성도
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