유통업상표와 제조업체상표 제휴에 있어 브랜드 자산의 영향에 관한 연구

• 영문명: The Study of Brand Equity Effects in Alliance Between Private brand"s and National brand"s
• 발행기관: 한국마케팅과학회
• 저자명: 신종국(Shin Jong Kuk) 공혜경(Hye Kyung Kong)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2004 추계학술대회 발표 논문집, 575~599쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.11.30

영문 초록

  This Research is to examine brand equity effects in alliance between private brand and naitonal brand. More detailly explaining, as followed;
  first, how the brand equity affects consumer evaluations of an alliance brand.
  second, how the brand equity of one partner brands affects consumer"s evaluations of the alliance brand.
  The results of research suggest that merely the acting private brand"s ally with national brand"s elevates consumer"s evaluations of private brand equity more than before alliance. But in view of national brand"s, brand equity of the private brands influences consumer perceptions of national brand equity in alliance. Through this results retailers or manufactures which hope to ally have to understand importance of partner selection.

목차

Ⅰ. 문제제기
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 연구방법
Ⅴ. 연구결과의 논의
참고문헌
〈Abstract〉