신용카드사용자의 라이프스타일에 따른 브랜드 자산 및 신용카드 선택에 관한 연구

• 영문명: A Study on the Brand Equity and Credit Card selection by Credit Card User Based on Life Style
• 발행기관: 한국무역연구원
• 저자명: 연제은(Je-Eun Yeon) 하대용(Dae-Yong Ha)
• 간행물 정보: 『무역연구』제10권 제1호, 791~813쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.02.28

영문 초록

This study is designed to examine brand equity and selection of credit cards depends on lifestyle types of credit card users. Attributes of lifestyle types of credit card users and how individual lifestyle types make a difference for components of brand equity and selection of credit cards are investigated. The findings from the studies are summarized as follows: First, resulting 21 factors were used in a cluster analysis, which classified the lifestyles into five areas as follow: convenience-driven lifestyle, fashion-driven lifestyle, early purchase-driven lifestyle, self display-driven lifestyle, and health-driven lifestyle. Second, lifestyle types of credit card users were classified, and it was found that there was a difference in components of brand assets by such lifestyle types. Third, the study revealed that there was a difference in the section of credit cards depending on lifestyle types of credit card users; that is, whether credit card users choose credit cards base on brand or service depending on their lifestyle types.

목차

Abstract

Ⅰ. 연구의 필요성 및 목적

Ⅱ. 이론적 고찰

Ⅲ. 연구모형 및 가설 설정

Ⅳ. 가설 검정

Ⅴ. 결론

참고문헌

키워드

Choosing Credit Card Lifestyle Brand Equity