통합적 마케팅 커뮤니케이션과 브랜드 자산 구축에 대한 관계 연구

• 영문명: The Study Relationship of Integrated Marketing Communication and Brand Equity
• 발행기관: 전남대학교 생활과학연구소
• 저자명: 김성은(Sung-Eun Kim) 김예인(Ye-In Kim)
• 간행물 정보: 『生活科學硏究』第33輯, 35~45쪽, 전체 11쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

This study try to figure out the relationship between integrated marketing communication and brand asset building for Kolon Sports, which is the first domestic outdoor brand and occupies a high market share. It was confirmed that an integrated marketing communication tool such as name, logo, mission, core value, product strategy, and advertising strategy can positively influence brand awareness, brand image, and purchasing attitude. therefore there are factors that build brand equity, and build strong brand equity.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. IMC 기반 브랜드 자산 구축 사례 : 코오롱스포츠

Ⅳ. 결론 및 제언

참고문헌

키워드

IMC(Integrated Marketing Communication) Brand awareness Brand image Purchasing behavior Brand equity