Publications
Detailed Information
소비자와 상표 간의 관계에 대한 연구 : Study on the Consumer-Brand Relationship
Cited 0 time in
Web of Science
Cited 0 time in Scopus
- Authors
- Issue Date
- 2002-03
- Publisher
- 서울대학교 경영연구소
- Citation
- 경영논집, Vol.36 No.1, pp. 25-64
- 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.
- ISSN
- 1229-0491
- Language
- Korean
- Files in This Item:
Item View & Download Count
Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.