컨벤션센터의 브랜드 개성과 자아동일시에 관한 연구

• 영문명: Brand Personality and Brand Identification of Convention Center: The Case of COEX Convention Center
• 발행기관: 한국관광학회
• 저자명: 황희곤 김묘진
• 간행물 정보: 『관광학연구』제30권 제1호, 359~378쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.02.28

영문 초록

A branding is one of the ways to differentiate from the others and indirectly gain trust from the consumers in the domestic convention industry, in which market competitions are getting stronger as new comers are increasing. Consumers choose to express their status by purchasing 'brand self Identified goods or services. Authors illustrate brand personality, brand self identification, brand equity and conditions of exemplified convention centers. The paper derives the theoretical model of relationship among these variables. The results suggest efficient management of brand personality of convention center may increase its brand equity which also implies that strategic facilities with various brand personalities are required.

목차

I. 서론

II. 이론적 고찰

III.연구방법

IV. 실증결과 분석 및 논의

V. 결론 및 연구의 한계

참고문헌

키워드

컨벤션센터 브랜드 개성 자아동일시