한우고기의 브랜드 자산이 구전의도 등과의 관계성에 대한 탐색적 연구 - 신뢰와 친밀감의 매개효과를 중심으로

• 영문명: The Research of Relationship Between the Word of Mouth Intention of Brand Equity of Han-Woo Beef and Consumer"s Repurchasing Intention - Focusing the Mediation Effects of Trust and Intimacy -
• 발행기관: 한국마케팅과학회
• 저자명: 김용만(Kim Yong Man) 한일문(Ill Moon Han)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 687~711쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  This research is investigated theoretical background of influence the influential factors of components of brand equity that is the quality, advertisement, well-being factors to the components of brand equity that is the perceived quality, the brand association, the brand awareness.
  This investigation was conducted to see the relationship between the words of mouth attitude, that is, outcome effector and the brand loyalty get through the trust and intimacy that is the mediation factor of Han-Woo beef.
  So, hereafter the more investigation of the influence the influential factors of components of brand equity to the components of brand equity and the relationship between the influential factors of components of brand equity and mediation factor that is trust and intimacy will be conducted.
  And, the relationship between the customer"s trust, the intimacy outcome effector that is the words of mouth and brand loyalty will be verified.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구의 설계
Ⅳ. 결론
참고문헌