소비자와 상표 간의 관계에 대한 연구

Abstract

The present study employs qualitative research methods to explain consumer-brand

relationship. The result shows the consumer-brand relationship can be explained

meaningfully in terms of a partner relationship. It also indicates that brand can be used to

resolve or express issues important to consumers. This study applies Fourniers framework

(1998) to study the brand relationship of Korean consumers in the twenties and tries to

analyze their consumption experiences and brand portfolio. The major findings show that

Korean consumers reveal the consumer-brand relationship similar to that of the U. S.

consumers regardless of the differences in the psychological, sociological, and cultural

context.