SNS 내 브랜드 경험의 선행 및 후행요인 연구

초록

The assumption of brand experience is one of the major underpinnings of today's marketing systems. The current study examined the antecedents and consequences of brand experience on SNS. This study suggested self-brand congruity and peer influence as antecedents, sharing intention, brand loyalty and buying intention as consequences of brand experience on SNS. The analysis suggested that self-brand congruity and peer influence as personal traits were significantly related with brand experience on SNS. In addition, brand experience on SNS were significantly related with sharing intention and brand loyalty. But, there was no significant relationship between brand experience on SNS and buying intention. Base on this results, theoretical and practical implications were discussed, as were some directions for further research.

키워드