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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
- 한국데이터전략학회 Journal of Information Technology Applications & Management Journal of Information Technology Applications & Management Vol.19 No.3
- 발행연도
- 2012.9
- 수록면
- 69 - 84 (16page)
이용수
초록· 키워드
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A web site focused on a specific product brand so called product-brand web site has become one major marketing tool as such product-brand web site provides chances for customers to experience the detailed information of the specific brand as well as emphatic the image of the brand. The purpose of this research is to examine the influence of the product-brand web site on the formation of attitude toward the product brand. Subjects of this study are users of two web sites of leading sanitary product brands. The result shows that not only emotion, playfulness and convenience perceived from the web site but also existing attitude toward the brand influence the attitude toward the web site. Further, the attitude toward the web site in turn affects attitude toward the image of the brand. The importance of this study is in its conceptualization and empirical verification of the relationship between the product-brand web site and the reputation of a brand.
목차
Abstract
1. Introduction
2. Research Background
3. Research Method
4. Research Results
5. Conclusion
References
Author Profile
참고문헌 (52)
참고문헌 신청
Aaker, D. A / 2001 / Brand Leadership / Brand and Company
Aaker, D. A / 1996 / Building Strong Brand / The Free Press
Aaker, D. A / 1991 / Managing Brand Equity, Capitalizing on the Value of a Brand Name / Free Press
Balabanis G. / 2001 / Consumer attitudes towards multi-channel retailers’ Web sites : The role of involvement, brand attitude, internet knowledge and visit duration / Journal of Business Strategies 18(2):105~131
Batra, R / 1986 / Affective Response Mediating Acceptance of Advertising / Journal of Consumer Research, September 13:234~249
Aaker, D. A / 1996 / Building Strong Brand / The Free Press
Aaker, D. A / 1991 / Managing Brand Equity, Capitalizing on the Value of a Brand Name / Free Press
Balabanis G. / 2001 / Consumer attitudes towards multi-channel retailers’ Web sites : The role of involvement, brand attitude, internet knowledge and visit duration / Journal of Business Strategies 18(2):105~131
Batra, R / 1986 / Affective Response Mediating Acceptance of Advertising / Journal of Consumer Research, September 13:234~249
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