혁신이 브랜드 자산과 소비자-브랜드 관계에 미치는 영향에 관한 연구

• 영문명: A Study on the Causal Effect of Innovation on Brand Equity and Customer-Brand Relationship
• 발행기관: 한국마케팅과학회
• 저자명: 강석후(Kang Seok-Hoo) 강승모(Seung-Mo Kang) 손일권(Il-Kwon Sohn)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 627~638쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.11.30

영문 초록

  The object of this study is to explore the effects of innovation concept on comprising factors of brand property and relationship between customer and brand. It is recent trends that loyalty concept is being replaced by the customer-brand relationship. This study will inspect causality of comprising factors of brand property and relationship between customer and brand. which will provide new frame on royalty and customer-brand relationship. Results of this study can be used to put ahead further research on the relationship between innovation and brand property comprising factors. On the other hand, this study can provide practical view for brand property management to enterprises.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경과 가설의 설정
Ⅲ. 연구설계
Ⅳ. 연구 결과
Ⅴ. 결론
참고문헌
〈Abstract〉