지원사업
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.
초록· 키워드
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Due to recent economic recession and price hike, consumers' tendency toward excess consumption is decreased, and marketers' serious interests in brand image management is increasing. Economic success in China and Korean firms' successful entry into Chinese market make Chinese consumers show high interests in premium Korean brands.
Our study is attempting to explore various factors affecting brand values, brand attitude, and purchasing intention of Chinese Consumers of Korean Premium Brands. Intensive literature review led us to find a few related factors such as functional values, social values and personal values of Chinese consumers, when they consider purchasing Korean premium brands. Our study is testing and analysing some degree of influencing power of those factors.
Our research findings will make a fine contribution for Korean marketers to craft their brand strategy in Chinese market by providing a useful framework and foundation to understand Chinese consumers' attitude of Korean premium brands.
목차
등록된 정보가 없습니다.
참고문헌 (29)
참고문헌 신청
Dodds, William B. / 1985 / The Effect of Brand and Price Information on Subjective Product Evaluations, In Advances in Consumer Research Volume 12 : Association for Consumer Research : 8
Dubois, Bernard / 1993 / The Market for Luxury Goods: Income versus Culture / European Journal of Marketing 27 (1) : 35 ~ 45
Dubois, Bernard / 1999 / Consumer Segments Based on Attitudes Toward Luxury : Empirical Evidence from Twenty Countries / Marketing Letters 16 (2) : 115 ~ 128
Dubois, Bernard / 1999 / Prestige Brands of Luxury Brands? An Exploratory Inquiry on Consumer Perceptions / European Marketing Academy, 31st Conference : 1 ~ 9
Dubois, Bernard / 2001 / Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes
Dubois, Bernard / 1993 / The Market for Luxury Goods: Income versus Culture / European Journal of Marketing 27 (1) : 35 ~ 45
Dubois, Bernard / 1999 / Consumer Segments Based on Attitudes Toward Luxury : Empirical Evidence from Twenty Countries / Marketing Letters 16 (2) : 115 ~ 128
Dubois, Bernard / 1999 / Prestige Brands of Luxury Brands? An Exploratory Inquiry on Consumer Perceptions / European Marketing Academy, 31st Conference : 1 ~ 9
Dubois, Bernard / 2001 / Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes
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