미용숍의 고객자산이 브랜드 카리스마 및 구전효과에 미치는 영향 (The Effect of Customer Equity on Brand Charisma and WOM's in Beauty Shop)

This study was aimed to investigate an effect of customer equity on brand charisma and WOM's effects in beauty shop focused on mediation effects of brand charisma for beauty shop in metropolitan region. Customer equity is what is called relationship asset, value assets. perceived quality, and brand assets, A total of 387 questionnaires were used for the final analysis. Data were gathered from respondents who use in metropolitan region. market. For this study, Data were analyzed by SPSS 21.0 ver. After reliability and validity check using exploratory factor analysis, and multiple regression approach was used to test the hypotheses. As expected in the hypotheses, except of brand equity, relationship asset, value assets. perceived quality does directly influence to brand charisma. brand charisma positively impact on WOM's effects. In additional analysis, brand charisma has mediating role between customer equity and WOM's effects. This result strongly supports our research model. Theoretical and managerial implications of this study are discussed and the limitations and future directions are presented in the part of the end.

This study was aimed to investigate an effect of customer equity on brand charisma and WOM's effects in beauty shop focused on mediation effects of brand charisma for beauty shop in metropolitan region. Customer equity is what is called relationship asset, value assets. perceived quality, and brand assets, A total of 387 questionnaires were used for the final analysis. Data were gathered from respondents who use in metropolitan region. market. For this study, Data were analyzed by SPSS 21.0 ver. After reliability and validity check using exploratory factor analysis, and multiple regression approach was used to test the hypotheses. As expected in the hypotheses, except of brand equity, relationship asset, value assets. perceived quality does directly influence to brand charisma. brand charisma positively impact on WOM's effects. In additional analysis, brand charisma has mediating role between customer equity and WOM's effects. This result strongly supports our research model. Theoretical and managerial implications of this study are discussed and the limitations and future directions are presented in the part of the end.