브랜드 개성과 브랜드 연상이 의류브랜드 자산 형성에 미치는 영향

• 영문명: The Effect of Brand Personality and Brand Association into Fashion Brand Equity
• 발행기관: 가톨릭대학교 생활과학연구소
• 저자명: 최선형(Choi Sun Hyung)
• 간행물 정보: 『생활과학연구논집』제23권 제1호, 169~182쪽, 전체 14쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2003.12.01

영문 초록

The Study is conducted in order to investigate the structural relationships among the determinants of customer-based brand equity. Brand personality and brand association were applied to casual brand 'p'. After identifying two factors of brand personality and three dimensions of brand association by factor analysis, I proposed and tested a structural equation model of"brand personality-brand association-brand equity". The result of study indicated that two factors of brand P's personality are sophistication and grace and three dimensions of brand P's association are brand identification, social acceptance and brand utility. And we found that brand personality had an impact on brand association and then brand association had an impact on brand equity. Social acceptance through Brand P influenced on relationship satisfaction directly, and brand utility had direct impacts on relationship satisfaction and brand loyalty.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법 및 절차

Ⅳ. 연구결과

Ⅳ. 요약 및 결론

참고문헌