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http://dx.doi.org/10.9723/jksiis.2020.25.4.101

The Effects of Brand Awareness Factors on Brand Resonance  

Choi, Soow-A (조선대학교 경영학부)
Kyung, Ae Rim (조선대학교 경영학부)
Hwang, Yoon Yong (조선대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.25, no.4, 2020 , pp. 101-115 More about this Journal
Abstract
It is very important for companies to form a strong brand resonance to maximize profits, attract new customers, and prevent them from leaving existing customers. In this study, we examined the relationship between brand awareness factors and brand attachment leading to brand identity cognition, brand performance, and brand emotion, and verified how brand attachment plays a role in shaping brand resonance. As a result, it was confirmed that brand emotion among brand awareness factors is a key factor affecting brand attachment and forming brand resonance. In addition, if the perception of brand identity is established until the true brand resonance of consumers is established, they will experience the true value of the brand through differential performance on the brand, and further increase the emotional response of consumers. This led to deep solidarity with the brand and consumers through attachment to the brand, interacting with the brand and showing high brand empathy behavior.
Keywords
Brand Resonance; Identity; Performance; Emotion; Attachment; Connectedness; Loyalty;
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Times Cited By KSCI : 2  (Citation Analysis)
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