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소비자와 상표 간의 관계에 대한 연구 : Study on the Consumer-Brand Relationship
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 김재일 | - |
dc.contributor.author | 이지은 | - |
dc.date.accessioned | 2010-01-26T01:16:10Z | - |
dc.date.available | 2010-01-26T01:16:10Z | - |
dc.date.issued | 2002-03 | - |
dc.identifier.citation | 경영논집, Vol.36 No.1, pp. 25-64 | - |
dc.identifier.issn | 1229-0491 | - |
dc.identifier.uri | https://hdl.handle.net/10371/44357 | - |
dc.description.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. | - |
dc.language.iso | ko | - |
dc.publisher | 서울대학교 경영연구소 | - |
dc.title | 소비자와 상표 간의 관계에 대한 연구 | - |
dc.title.alternative | Study on the Consumer-Brand Relationship | - |
dc.type | SNU Journal | - |
dc.contributor.AlternativeAuthor | Kim, Jae-Il | - |
dc.contributor.AlternativeAuthor | Lee, Ji Eun | - |
dc.citation.journaltitle | 경영논집 | - |
dc.citation.endpage | 64 | - |
dc.citation.number | 1 | - |
dc.citation.pages | 25-64 | - |
dc.citation.startpage | 25 | - |
dc.citation.volume | 36 | - |
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