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http://dx.doi.org/10.14400/JDC.2017.15.7.181

Effects of Hotel Advertising Attitude and Brand Image toward Customers' Purchase Intention  

Han, Jin-Young (Dept. of Hotel Management, Catholic Kwandong University)
Publication Information
Journal of Digital Convergence / v.15, no.7, 2017 , pp. 181-190 More about this Journal
Abstract
The purpose of This study was to find out the effects of the hotel advertising attitude and brand image on customers' purchase intention. For this study, a total of 306 questionnaires among collected data for customers who experience hotel service at five star hotels located in Seoul from April 1, 2015 to April 30, 2015 was to ensure a valid sample. As a result of the experiments which conducted by factor analysis and regression analysis, it shows positive significant effects in purchase intention of "feeling and persuade attitude factor" and "reputation and usefulness attitude factor", but it is not positively effected continual purchase intention in hotel customers. Also, it shows positive significant effects on hotel customers' purchase intention of "emotional brand image" and "physical brand image". From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image. In addition, it should be considered that positive images building up emotional and physical characteristics in hotels for establishing consumer-brand relationship. From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image.
Keywords
Hotel; Hotel Advertising Attitude; Brand Image; Purchase Intention; Hotel Product;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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