소비자-브랜드 관계 측정에 관한 연구

• 영문명: Measuring Consumer-Brand Relationship
• 발행기관: 한국마케팅과학회
• 저자명: 강명수(Kang Myung Soo) 김병재(Byoung Jai Kim) 신종칠(Jong Chil Shin)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 춘계학술대회 발표 논문집, 421~432쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.05.30

영문 초록

  Recently marketing academicians and practitioners have stressed the impotance of the consumer-brand relationship. This research investigates the measurement of consumer-brand relationship quality(BRQ).
  We hypothesize that BRQ is a one-dimension construct consisting of six components-interdependence, commitment, love/passion, self-connection, intimacy, brand partner quality- and that each of the six can be measured reliably with a multi-item scale.
  Reliability for the six components scale is examined. Coefficient alpha for every multi-item scale exceeds .7. We also find evidence of convergent validity, discriminant validity, and thus we find support for the construct validity of the six-component model of consumer-brand relationship quality.

목차

Ⅰ. 연구의 배경과 목적
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
참고문헌
〈Abstract〉

키워드

consumer-brand relationship quality(BRQ) one-dimension construct consisting of six components