브랜드자산의 구성요소의 선행변수 브랜드자산간의 관계연구

• 영문명: Relationship between the Components of Brand Equity and Customer Capital
• 발행기관: 한국마케팅과학회
• 저자명: 김경훈(Kim Kyung Hoon) 김강식(Kang Sik Kim) 김동율(Dong Yul Kim)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 385~406쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  The purposes of this study are following.
  First, doing the preceding research on the trust, satisfaction, commitment, composition elements of brand equity, brand equity, which are all regarded as the preceding variables of brand equity composition elements. After that, finding out the relationship between the variables and brand equity.
  Second, deriving a hypothesis after setting the research model of relation between those variables.
  Third, verifying the relations of the preceding variables of brand equity composition elements, brand equity.
  Fourth, deriving managing issues from actual proof of brand equity managing plan.
  Summarizing the conclusion of the proved hypothesis is as following.
  First, trust, satisfaction, and commitment show positive effects on brand equity composition elements as conclusion of proving the relation between brand equity composition elements and that of preceding variables.
  Second, as the conclusion of providing relation between the brand equity and that of composition elements, the brand awareness which is one of elements of brand equity, show positive effects, but the relation between brand loyalty and brand equity shows no statistic relevance.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 실증연구의 설계
Ⅳ. 실증분석 및 결과
Ⅴ. 결론
참고문헌