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한정판 사은품의 특성이 브랜드 태도와 몰입에 미치는 영향 - 독특성 욕구의 조절효과 -
Effects of limited free gifts on brand attitudes and brand commitment - Moderating effects of need for uniqueness - 원문보기

The Research Journal of the Costume Culture = 복식문화연구, v.28 no.1, 2020년, pp.76 - 95  

이윤선 (인하대학교 의류디자인학과) ,  이지은 (인하대학교 의류디자인학과) ,  이현화 (인하대학교 의류디자인학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

Consumers want to express their original unique personality, and even are willing to endure high expenses in order to do this. One noticeable strategy in the market, used by companies to suit for this consumer sentiment, is that of employing limited edition marketing and limited free gifts. This stu...

주제어

#한정판 사은품   #브랜드태도   #브랜드몰입   #독특성욕구   #판매촉진  

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