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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
- 2021.1
- 수록면
- 41 - 50 (10page)
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초록· 키워드
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Abstract Purpose: In general, when a company wants to build a brand, its brand managers research the market and industry trends and then make decisions regarding the brand architecture and brand positioning development. This study was conducted not only in the service industry but also in manufacturing, finance, public institutions, and a variety of other business institutions. This led to a statistically significant difference between the status of external mobile branding for each business sector, and brand commitment and performance. Research Design, Data and Methodology: External mobile brand communication activities influence on employees' brand commitment. External mobile brand communication has a greater impact on employee brand commitment than any other factors. Result: Among the three external mobile branding activity variables, the external mobile brand communication variables have the greatest impact on employee brand performance. This supports the arguments proposed by that external mobile brand communication has a greater impact on employee brand commitment than any other factors. Conclusion: As a result, public institutions, such as ordinary businesses, need to recognize that external branding activities that enhance employee brand performance should be a key management activity. In contrast, financial institutions have the highest leadership activities and employee brand commitment.
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참고문헌 (29)
참고문헌 신청
Garvey, A. M. / 2016 / Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit / Journal of Consumer Research 42:942~951
Han, L. Wang. / 2017 / The Intention to Adopt Electric Vehicles: Driven by Functional and Non-functional Values / Transportation Research 103:189~195
Herbst, K. C. / 2012 / On the Dangers of Pulling a Fast One : Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention / Journal of Consumer Research 38(5):915~919
Hoffman, E. / 2013 / Is a Picture Always Worth a Thousand Words? Attention to Structural Elements of eWOM for Consumer Brands within Social Media / Advances in Consumer Research 41:326~331
Hsu, L. / 2016 / Brand Architecture Strategy and Firm Value: How leveraging, Separating, and Distancing the Ccorporate Brand Affects Risk and Returns / Journal of Academy of Marketing Science 44:267~276
Han, L. Wang. / 2017 / The Intention to Adopt Electric Vehicles: Driven by Functional and Non-functional Values / Transportation Research 103:189~195
Herbst, K. C. / 2012 / On the Dangers of Pulling a Fast One : Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention / Journal of Consumer Research 38(5):915~919
Hoffman, E. / 2013 / Is a Picture Always Worth a Thousand Words? Attention to Structural Elements of eWOM for Consumer Brands within Social Media / Advances in Consumer Research 41:326~331
Hsu, L. / 2016 / Brand Architecture Strategy and Firm Value: How leveraging, Separating, and Distancing the Ccorporate Brand Affects Risk and Returns / Journal of Academy of Marketing Science 44:267~276
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