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
- 저널정보
- 한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제31권 제4호
- 발행연도
- 2021.9
- 수록면
- 543 - 562 (20page)
- DOI
- 10.1080/21639159.2020.1808808
이용수
초록· 키워드
오류제보하기
Present research studies the impact of brand personality traits on customer commitment to the Brand as one of customer behaviour indicators by measuring variables like sincerity, excitement, sophistication, peacefulness, and competence. Tehran hygienic products customers of NIVEA (at least 1?3 years consumption) is the statistical population of this research and due to the unspecific volume of the statistical population the sampling was determined by Cochran Formula (n-384). In this vein, the random cluster sampling method has been used and research data has been collected with designed standard and structured questionnaire. To accomplish this; a conceptual framework is developed and evaluated as follow: For data analysis on inferential level structural equation modelling has been used. The type of research is practical, data type is quantitative, data collection type is descriptive and in terms of determining the relationship between variables is correlation. The result demonstrates a significant relationship between brand personality and Brand commitment, due to the direct positive relationship among sincerity, excitement, sophistication, peacefulness, Competence variables and Brand commitment.
목차
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참고문헌 (38)
참고문헌 신청
Aaker, D. A. / 1996 / Building strong brand / Free Press
Aaker, D. A. / 1997 / Dimension of brand personality / Journal of Marketing Research 34(3):347~356
Aaker, J. L. / 2001 / Consumption symbols as carriers of culture : A study Japanese and Spanish brand personality constructs / Journal of Personality and Social Psychology 81(3):492~508
Ambroise, L. / 2006 / The personality of brands: A real contribution to their management / Revue Française du Marketing 207(2-5):25~59
Ambroise, L. / 2005 / The impact of brand personality on attitude and commitment towards the brand / CD-ROM, Proceedings of the 32nd International Research Seminar in Marketing, Marketing Communications and Consumer Behavior
Aaker, D. A. / 1997 / Dimension of brand personality / Journal of Marketing Research 34(3):347~356
Aaker, J. L. / 2001 / Consumption symbols as carriers of culture : A study Japanese and Spanish brand personality constructs / Journal of Personality and Social Psychology 81(3):492~508
Ambroise, L. / 2006 / The personality of brands: A real contribution to their management / Revue Française du Marketing 207(2-5):25~59
Ambroise, L. / 2005 / The impact of brand personality on attitude and commitment towards the brand / CD-ROM, Proceedings of the 32nd International Research Seminar in Marketing, Marketing Communications and Consumer Behavior
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