IT기업의 리더십 브랜드가 브랜드 명성 및 관계의 질에 미치는 영향 - 관여도의 조절효과

Abstract

Recently, SNS has evolved into vario us forms and it began to rapid increase users, as a result, the proliferation and diffusion are rapidly increasing. Such as extensive spreading has led to the develop actively differentiated leaders hip models based on corporate strate gy, and it will be an opportunity to build an original leadership brand. The purp ose of this study was to investigate the effect of leadership brand of IT corpor ate on brand reputation and relationsh ip quality. The data were collected from 238 university students and the four hypotheses presented in this research hypothesis were verified through a str uctural equation modeling (SEM). The results were as follows. First, leadersh ip brand was found on positive effects on brand reputation. Second, brand re putation had a positive effect on the relationship quality. Third, as a result of examining whether brand reputation plays a mediating role in the relations hip between leadership brand and rela tionship quality, it showed a statistically significant result. Finally, the results w ere found to be adjusted according to the degree of involvement of consumers. The results of this study suggest that IT corporate need strategies to enhan ce their intrinsic motivation by using SNS, and the process of building an original leadership brand is important.