This research investigates relationships between a company"s corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identificati...
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https://www.riss.kr/link?id=A76485870
2007
-
325
KCI등재
학술저널
21-37(17쪽)
0
상세조회0
다운로드다국어 초록 (Multilingual Abstract)
This research investigates relationships between a company"s corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identificati...
This research investigates relationships between a company"s corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships.<BR> Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies.<BR> The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.
목차 (Table of Contents)
이단계 군집분석에 의한 농촌관광 편의시설 유형별 소비자 선호 결정요인
‘본글로벌(born global)전략’을 추구하는 벤처기업의 특성과 성과에 관한 연구
글로벌 기업 환경 변화의 새로운 패러다임으로서 지속가능한 발전과 마케팅 - 지속가능마케팅의 의사결정 지향적 컨셉