Building customer-based brand equity in the home furniture market in China

• 발행기관: 한국IT서비스학회
• 저자명: Xiao-Jun Wu Daihwan Min
• 간행물 정보: 『한국IT서비스학회 학술대회 논문집』2010추계학술대회, 363~368쪽, 전체 6쪽
• 주제분류: 공학 > 전자/정보통신공학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

This paper aims to explore the factors affecting customer-based brand equity of home furniture companies in China. This study has identified nine factors price, quality, design, green attribute, in-store experience, print advertising, sales promotion, off-line WOM, and online WOM as potential contributors to the brand equity.

목차

Abstract

1. Introduction

2. Literature Reviews

3. Research Model

4. Research Method

5. Data Analysis and Results

6. Concluding Remarks

Reference