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 examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.
목차
등록된 정보가 없습니다.
참고문헌 (50)
참고문헌 신청
Aaker, J. L / 2004 / When good brands do bad / Journal of Consumer Research 28:33~49
Ahluwalia, R / 2000 / Consumer response to negative publicity: The moderating role of commitment / Journal of Marketing Research 37(2):203~214
Aron, A / 2005 / Including close others in the cognitive structure of the self in Interpersonal cognition / Guilford Press :206~232
Aron, A / 1991 / Close relationships as including other in the self / Journal of Personality and Social Psychology 60(2):241~253
Bhattacharya, C. B / 2003 / Consumer-firm identification: A framework for understanding consumers' relationships with companies / Journal of Marketing 67:76~88
Ahluwalia, R / 2000 / Consumer response to negative publicity: The moderating role of commitment / Journal of Marketing Research 37(2):203~214
Aron, A / 2005 / Including close others in the cognitive structure of the self in Interpersonal cognition / Guilford Press :206~232
Aron, A / 1991 / Close relationships as including other in the self / Journal of Personality and Social Psychology 60(2):241~253
Bhattacharya, C. B / 2003 / Consumer-firm identification: A framework for understanding consumers' relationships with companies / Journal of Marketing 67:76~88
이 논문의 저자 정보
최근 본 자료
댓글(0)
0