지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This study researches directly and indirectly how country image, product attributes and brand personality, influence the Taiwanese consumer’s Korean Products selection and reports the strategic implications of its findings. From the Taiwanese consumers viewpoints, the researcher sought to determine how country image, product attributes and brand personality influence Korean Products selection.
The strategic implications of this study are as follows: brand personality presents a symbolic aspect that accounts for a significant amount of differences in the Taiwanese consumer’s Korean Products selection. Throughout this study, it can be acutely recognized that brand personality in relation to its symbolic aspect has an important influence on the Taiwanese consumer’s Korean Products selection.
This study suggests the necessity of effort to develop representative brands with a unique personality in connection with a country’s image, as brand personality adds identity to reliability and makes for a stronger brand in Taiwanese markets.
The strategic implications of this study are as follows: brand personality presents a symbolic aspect that accounts for a significant amount of differences in the Taiwanese consumer’s Korean Products selection. Throughout this study, it can be acutely recognized that brand personality in relation to its symbolic aspect has an important influence on the Taiwanese consumer’s Korean Products selection.
This study suggests the necessity of effort to develop representative brands with a unique personality in connection with a country’s image, as brand personality adds identity to reliability and makes for a stronger brand in Taiwanese markets.
목차
Abstract
1. 문제제기
2. 이론적 고찰
3. 연구가설의 설정
4. 연구방법
5. 연구결과
5. 결론
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UCI(KEPA) : I410-ECN-0101-2014-050-002669177