This study analyzed how the brand image elements influenced upon forming the brand trust and the brand loyalty of the ‘Sky Green’ the joint agricultural product brand Cheonan, Chungnam. The brand image was classified into functional image, symbolical image and origin - associated image. And what element of the brand image element influences upon forming the brand image loyalty by the consumers who are using ‘Sky Green’. In the analysis results, the functional image, symbolical image and the image associated with the origin have influenced on forming the brand trust and the brand loyalty. All variables composing the brand image have positive influences on both brand trust and brand loyalty. It means that brand image influences on brand loyalty directly but the greater influence can be exerted through the effects of the parameter of brand trust.

• 강성필(단국대학교 대학원) | Kang, Seong-Pil
• 양성범(단국대학교 환경자원경제학과 조교수) | Yang, Sung-Bum
• 김호(단국대학교 환경자원경제학과 교수) | Kim, Ho Corresponding author