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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.1
- 수록면
- 133 - 149 (17page)
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초록· 키워드
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LCCs(Low Cost Carriers) launched in 2005 have been developing quickly operating domestic and international routes. In particular, now is time to acquire special and distinctive brand image to survive in competitive airline market. This research examined the brand image influencing on the brand attitude and behavioral intentions of LCCs. The results are as follows. First, brand image impacts brand attitude but doesn't impact behavioral intentions directly. Second, brand attitude does impact behavioral intentions. Finally for effective marketing strategy, this research suggests to build and manage good brand image factors directly connected to brand attitude and behavioral intentions.
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참고문헌 (34)
참고문헌 신청
Assael, H. / 1998 / Consumer behavior and marketing action, 4th ed / Kent Publishing Co
Bao, J. Y. E. / 2009 / Comparing factor analytical and circumplex models of brand personality in brand positioning / Psychological and Marketing 26 (10) : 927 ~ 949
Chaudhuri A. / 2001 / The Chain of Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty / Journal of Marketing 65 (4) : 81 ~ 93
Cronin, J. J. / 2000 / Assessing the effects of quality, value, and customer satisfaction on customer behavioral intentions in service environments / Journal of Retailing 76
Dobruszkes, F. / 2006 / An analysis of European low-cost airlines and their networks / Journal of Transport Geography 14 (4) : 249 ~ 264
Bao, J. Y. E. / 2009 / Comparing factor analytical and circumplex models of brand personality in brand positioning / Psychological and Marketing 26 (10) : 927 ~ 949
Chaudhuri A. / 2001 / The Chain of Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty / Journal of Marketing 65 (4) : 81 ~ 93
Cronin, J. J. / 2000 / Assessing the effects of quality, value, and customer satisfaction on customer behavioral intentions in service environments / Journal of Retailing 76
Dobruszkes, F. / 2006 / An analysis of European low-cost airlines and their networks / Journal of Transport Geography 14 (4) : 249 ~ 264
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