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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 353 - 363 (11page)
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초록· 키워드
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The purpose of this study was to deduce factors organization of brand equity for the exclusive imported brand by Department Store and to analyze it’s influence on the performance. Subjects for the quantitative study, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The data were analyzed by using factors and reliability analysis, the independent sample ttest,and multiple regression analysis. The results were as follows; 1. The examining the effect of asset evaluation attributes of imported brands(GAP, ZARA) monopolized by certain department stores on business achievement and consumer attitude, it turned out that business achievement in hands-on staff's asset evaluation in view of business entity had meaningful difference according to the contract types of the brand, and that business achievement according to hands-on staff's evaluation and consumer attitude according to consumers' evaluation were different according to the brand asset value. 2. The examining the effect of consumer attitude according to consumers' evaluation, it turned out that preference had meaningful effect on both store preference and intention of re-purchase, while as to ZARA, image had meaningful effect on store preference and intention of re-purchase, and reliability on store preference.
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참고문헌 (43)
참고문헌 신청
Aaker, D. A / 1991 / Managing Brand Equity / The Free Press
Aaker, D. A / 1996 / Building Strong Brands / The Free Press
Anantachart, S / 1998 / A Theoretical Study of Brand Equity : Reconceptualizing and Measuring the Construct from an Individual Consumer Perspective / 박사 / University of Florida
Anderson, E. W / 1993 / The Antecedents and Consequences of Customer Satisfaction for Firms / Marketing Science 12 (2) : 125 ~ 143
Belch, G. E / 1987 / The Application of an Expectancy Value Operationalization of Function Theory to examine attitudes of Boycotters and Nonboycotters of a Consumer Product
Aaker, D. A / 1996 / Building Strong Brands / The Free Press
Anantachart, S / 1998 / A Theoretical Study of Brand Equity : Reconceptualizing and Measuring the Construct from an Individual Consumer Perspective / 박사 / University of Florida
Anderson, E. W / 1993 / The Antecedents and Consequences of Customer Satisfaction for Firms / Marketing Science 12 (2) : 125 ~ 143
Belch, G. E / 1987 / The Application of an Expectancy Value Operationalization of Function Theory to examine attitudes of Boycotters and Nonboycotters of a Consumer Product
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