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논문검색은 역시 페이퍼서치

> 복식문화학회 > 복식문화연구 > 24권 3호

남녀 성차에 따른 브랜드 확장 평가에 관한 연구

Gender differences in brand extension

이영주 ( Youngju Rhee )

- 발행기관 : 복식문화학회

- 발행년도 : 2016

- 간행물 : 복식문화연구, 24권 3호

- 페이지 : pp.301-314 ( 총 14 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,400
논문제목
초록(외국어)
The purpose of this study was to determine the gender differences in the relationships between knowledge of, attachment with, and attitude toward a parent brand and perceived risk of, attitude toward, and purchase intension of an extended product in the case of brand extension. A total of 300 survey questionnaires were distributed to 150 male and 150 female college students, and 275 responses were used for the final analysis. The results showed that for male college students, knowledge of the parent brand had a positive relationship with brand attachment with the parent brand, which in turn had a positive relationship with brand attitude toward the parent brand. Knowledge of the parent brand had a negative relationship with perceived risk of the extended product, which again had a negative relationship with attitude toward the extended product. In addition, for male college students, knowledge of the parent brand had a positive relationship with attitude toward the extended product, which also had a positive relationship with purchase intension of the extended product. For female college students, brand attachment with the parent brand had a positive relationship with brand attitude toward the parent brand, which also had a positive relationship with attitude toward the extended product. Brand attachment with the parent brand showed a negative relationship with perceived risk of the extended product, which also had a negative relationship with attitude toward the extended product.

논문정보
  • - 주제 : 자연과학분야 > 가정
  • - 발행기관 : 복식문화학회
  • - 간행물 : 복식문화연구, 24권 3호
  • - 발행년도 : 2016
  • - 페이지 : pp.301-314 ( 총 14 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2017-590-000458282
저널정보
  • - 주제 : 자연과학분야 > 가정
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 1226-0401
  • - 수록범위 : 1993–2021
  • - 수록 논문수 : 1892