브랜드 자산의 구성요소가 브랜드 친숙성에 미치는 영향

• 영문명: The Effects of Brand Equity Components on the Brand Familiarity
• 발행기관: 한국상품학회
• 저자명: 송균석(Song Kyun-seok) 남윤형(Nam Yoon-hyung)
• 간행물 정보: 『상품학연구』제24권 제2호, 123~149쪽, 전체 27쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.08.01

영문 초록

  The purposes of this research are to understand the relationship among components of brand equity and to identify the effect of brand equity components on the brand familiarity.
  This research proposed 6 hypotheses on 6 latent variables about brand equity and brand familiarity, and tested through structural equation modeling.
  The main results are that brand awareness was positively related with brand association and perceived quality and perceived quality has a positive influence on brand association. Also, both brand association and perceived quality related with brand loyalty, and brand loyalty has a positive influence on brand familiarity.

목차

Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구의 설계
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌
Summary

키워드

Brand equity Brand loyalty Brand Familiarity