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A study on correlation between media engagement and brand attachment, brand loyalty in an digital environment: Hierarchical Mediated regression analysis of Brand Relations Affect

디지털환경에서 매체몰입이 브랜드 애착과 브랜드충성도에 미치는 영향: 브랜드 관계감정의 계층적 매개효과 분석

  • Received : 2015.10.07
  • Accepted : 2015.11.06
  • Published : 2015.12.31

Abstract

In this study, consumer to use digital media is investigated on media engagement, Brand Attachment, Brand Relations Affect and Brand Loyalty of relation. also analyzing the mediating effect of brand relations affect and brand influence in the relationship between media engagement and brand attachment step has its purpose. Data analysis result showed that media engagement is significant effect on Brand Relations Affect and Brand Attachment, Brand relations Affect and Brand Attachment is significantly effected on the brand loyalty. And mediating Effect of brand Relation Affect was investigated by adjusting role between media engagement and brand attachment. Media engagement and brand relations, the influence of the brand attachment, brand relations affect has a greater effect.

Keywords

media engagement;Brand Relations Affect;Brand Attachment;Brand Loyalty;Hierarchical Mediated regression analysis

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