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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.41 no.6, 2017년, pp.977 - 993
심수인 (전북대학교 의류학과) , 이유리 (서울대학교 의류학과)
In this study, we develop a scale to measure brand image attributes related to the symbolic use of fashion brands, and then, test the validity and reliability of the scale. In Study 1, a comprehensive literature review was conducted to generate the initial set of measurement items. Nominal Group Tec...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
업계에서 브랜드 이미지를 활용한 마케팅 전략 개발을 강조해 온 이유는 무엇인가? | , 2015; Keller, 1993, 2010). 브랜드 이미지는 특정 브랜드를 경쟁 브랜드와 차별화시킬 수 있으며, 소비자 선호를 높이고 이용을 촉진할 수 있다(Islam & Rahman, 2016; Sasmita & Mohd Suki, 2015). 따라서 업계에서는 브랜드 이미지를 활용한 마케팅 전략 개발을 강조해왔으며, 학계에서는 브랜드 이미지의 정확한 측정을 위하여 척도 개발 연구가 활발히 진행되었다(Ch-ang & Chieng, 2006; Esch et al. | |
브랜드 이미지란 무엇인가? | 브랜드 이미지(brand image)는 어떤 브랜드에 대한 인식이자 소비자의 마음 속에 떠오르는 다양한 연상의 총체를 의미하며, 마케팅 분야에서 중요한 개념으로 꼽힌다(Cho et al., 2015; Keller, 1993, 2010). | |
연구의 주제와 맥락에 맞게 브랜드 이미지 척도를 선택하는 것이 타당한 이유는 무엇인가? | 브랜드 이미지는 구체적인 제품군이 무엇인지에 따라 달라질 수 있으므로 연구의 주제와 맥락에 맞게 브랜드 이미지 척도를 선택하는 것이 타당하다(Cretu & Brodie, 2007). 식품 브랜드를 대상으로 개발된 브랜드 이미지 척도를 식품 브랜드에 적용하는 것은 문제가 없으나, 상이한 브랜드 연상구조를 가질법한 패션 브랜드에 적용한다면 제대로 브랜드 이미지가 측정되는지 확신하기 어렵다. |
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