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KMID : 0926620150200030001
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Korean Journal of Hospital Management
2015 Volume.20 No. 3 p.1 ~ p.12
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The Effect of Brand Authenticity Perceived by Customer on Bran Trust and Brand Loyalty - Focusing on Network Franchise Dental Clinic’s in Medical -
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Yang Zheng-Hua
Kim Sae-Bum
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Abstract
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The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.
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KEYWORD
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Brand Authenticity, Brand Trust, Brand Loyalty, Medical Network Franchise Dental Clinics
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