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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 162 - 172 (11page)
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초록· 키워드
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The purpose of this study is to examine the influences of social responsibility and culture marketing on corporate image and brand equity in the casual wear market. In addition, whether corporate image and brand equity have impact on purchase intention is investigated among high school students in a local area. Two casual brands, Polham and Tate are selected for this study. The data are collected from male and female adolescents living in a local area with convenience sampling method. A total of 402 useful data are analyzed by SPSS 14.0 program. The results of this study are as follows. First, there are significant relationships among corporate social responsibility, culture marketing, corporate image, and brand equity of two brands. Second, environmental·cultural support, social contribution, and economical responsibility of CSR present positive influences on corporate image and brand equity in common between two brands.
Especially environmental·cultural support of fashion business is highly important to improve corporate image and brand equity. Third, cultural direction and cultural business marketing are more influential than cultural sales promotion or cultural support marketing to improve corporate image and brand equity. Fourth, corporate image does not have a direct influence on the purchase intention, but brand equity factors show significant influences on the purchase intention. In conclusion,fashion companies should commit to perform corporate social responsibility and culture marketing that are suitable to target market for the long term, since these efforts would improve corporate image and build brand equity.
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참고문헌 (43)
참고문헌 신청
/ / 2008년을 빛낸 베스트 패션브랜드 / 패션인사이트
Aaker, D. A / 1991 / 브랜드 자산의 전략적 관리 / 나남
Barich, H / 1991 / A framework for marketing image management / Sloan Management Review 32 (2) : 94 ~ 104
Brown, T. J / 1997 / The company and the product: Corporate associations and consumer product responses / Journal of Marketing 61 (1) : 68 ~ 84
Keller, K. L / 1993 / Conceptualizing, measuring and managing customer-based brand equity / Journal of Marketing 57 (1) : 1 ~ 22
Aaker, D. A / 1991 / 브랜드 자산의 전략적 관리 / 나남
Barich, H / 1991 / A framework for marketing image management / Sloan Management Review 32 (2) : 94 ~ 104
Brown, T. J / 1997 / The company and the product: Corporate associations and consumer product responses / Journal of Marketing 61 (1) : 68 ~ 84
Keller, K. L / 1993 / Conceptualizing, measuring and managing customer-based brand equity / Journal of Marketing 57 (1) : 1 ~ 22
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