국내 외국계 은행의 브랜드 개성에 관한 실증연구

• 영문명: An Empirical Study on Brand Personality of Foreign Banks in Korea
• 발행기관: 한국무역연구원
• 저자명: 정복규(Bok-Gu Jung) 석훌란(Khulan Tsog) 박의범(Eui-BurmPark)
• 간행물 정보: 『무역연구』제9권 제3호, 569~592쪽, 전체 24쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

This paper established a empirical model with the variables of brand personality, corporate social responsibility(CSR), job satisfaction of inside employee, brand identification, and customer satisfaction. This one measured the degree of job satisfaction of inside employees working in foreign banks in South Korea by 5 point Likert Scale questionnaire. Also, this paper measured the brand identification and customer satisfaction correlative with the brand personality by Aaker's 6 dimensions of brand personality, which are composed of excitement, competence, sincerity, sophistication, ruggedness and CSR as a new added dimension. This paper suggested the strategic implications of banking service for enhancing the competitiveness of South Korean banks.

목차

Abstract

Ⅰ. 서론

Ⅱ. 선행연구 검토

Ⅲ. 연구모형 및 가설설정

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Brand Personality Job Satisfaction of Inside Employee Brand Identification