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
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Purpose - This study investigates the effect of visual merchandising display (VMD) of local specialty retailer of private label apparel (SPA) brands, such as space, display, and presentation onbrand awareness, brand image, and purchase intention. It investigates consumers’ VMD awareness and purchase intention of SPA brands to help business activities of local SPA enterprises.
Research designs, data, methodology - This study uses SPSS 18.0 to study eight local SPA brands and has 193 effective usable copies from a sample of 200.
Results - The display and presentation of VMDs of SPA brands had a positive influence on brand awareness and brand image, which in turn had a positive influence on purchase intention.
Conclusions - As SPA brands are increasingly located in supercenters, they face space constraints and find it difficult to display their facade and signs effectively. Therefore, decisions pertaining to display, presentation, and space should consider whether these SPA brands are launched as independent specialty shops or in supercenters. The space for VMD is considered important in independent shops. However, shops that open in supercenters should pay more attention to presentation rather than space.
목차
등록된 정보가 없습니다.
참고문헌 (30)
참고문헌 신청
Cheon, Chan-yeong / 2002 / Effects of Brand Color Image Applications of the Advertising / 석사 / Chung-Ang University
Cho, Ik-rae / 2012 / Is it optional or essential? What is future local SPA / Trends of Fiber Fashion Industry : 40 ~ 46
Choi, Mi-hyeon / 2008 / Effects of Sports Sponsorship upon Sports Clothing Brand Assets and Purchase Intention / 박사 / Kyung Hee University
Choi, Tae-Ho / 2005 / A Study on the Effects of Influencing Revisit Intention Food service Company of Brand Image-Local with Global Brand comparison / 박사 / Kyonggi University
Diamond, J. / 2004 / Contemporary visual merchandising and environmental design / Prentice Hall
Cho, Ik-rae / 2012 / Is it optional or essential? What is future local SPA / Trends of Fiber Fashion Industry : 40 ~ 46
Choi, Mi-hyeon / 2008 / Effects of Sports Sponsorship upon Sports Clothing Brand Assets and Purchase Intention / 박사 / Kyung Hee University
Choi, Tae-Ho / 2005 / A Study on the Effects of Influencing Revisit Intention Food service Company of Brand Image-Local with Global Brand comparison / 박사 / Kyonggi University
Diamond, J. / 2004 / Contemporary visual merchandising and environmental design / Prentice Hall
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