|
marketing efforts.
- Second, our study examines the effect of individual marketing decision variables and does not investigate the interactions among them.
- Third, we use perceptual, not actual, measures of marketing effort.
- Fourth, when the actual marketing expenses are related to brand equity,
|
|
|
of Advertising Research, 40(1), 29-34
Szymanski, David M., Richard T. Hise (2000), "e-Satisfaction: An Initial Examination," Journal of Retailing, 76(3), 309-322
Yoo, Boonghee, Donthu, Naveen and Lee Sungho (2000), "An Examination of Selected Marketing Mix Elements and Brand Equity", Journal of the
|
|
|
of future empirical examination of Internet shopping. Ⅰ. 서론
Ⅱ. 선행연구의 검토
1. 이론적 연구의 검토
2. 실증적 연구의 검토
Ⅲ. 인터넷 쇼핑에서 구매에 영향을 미치는 요인에
대한 프레임웍
Ⅳ. 연구방법
1. 표본의 선정
2
|
|
|
of Maryland, College Park
Webster, D.M., and Kruglanski, A.W.(1994), "Individual Differences in The Need for Cognitive Closure". Journal of Personality and Social Psychology, 67, 1049-1062.
Which?(1995), "Lookalikes", March, 30-31. Ⅰ. 서론
Ⅱ. 이론적 고찰 및 연구가설
1. 브랜드 혼동 정의
|
|
|
Brand (pp. 51-65). Oxford University Press.
Plummer,J.T.(1985). How Personality Makes a Difference. Journal of Advertising Research, 24(6). 27-31.
Scott,D.M.(2000). Brand Asset Management : Driving Profitable Growth Through Your Brands. 박영미 최원식 역(2001),『 브랜드자산 경영 』. 서울: 거름.
Tani
|
|
|
of Marketing Research The Dynamics of Trust Within and Organizations", Journal of Marketing Research, 58(July), 20-38.
12) Chidambaram, Laku (1996), "Relational Development in Computer-Supported Groups", MIS Quarterly, June, 143-65.
13) Farquhar, Peter H (1989), "Managing Brand Equity", Marketing Re
|
|
|
of Zara
(1) Internationalization
(2) Market Selection
(3) Market entry strategies
3. The business strategy of Zara
(1) Vertical Integration
(2) Products in small batches with wide range
(3) Use of IT technology to predict consumer’s taste and demand
(4) Marketing Strategy and Brand Image
|
|
|
of the Nature of Trust in Buyer-Seller Relationships," Journal of Marketing, Vol.61(April). pp.35-51.
Emerson, Richard M. (1962), "Power Dependence Relations," American Sociological Review, Vol. 27(February), pp. 31-41.
Fein, Adam J. and Erin Anderson (1997), "Patterns of Credible Commitments: Terr
|
|
|
of Political Economy, vol.94(4),pp.691-719.
Hart, O.(1991), "Incomplete Contracts and the Theory of the Firm," in Williamson, O.E. and S.G. Winter(ed.), The Nature of the Firm : Origins, Evolution, and Development, New York, Oxford Univ. Press, pp.138-158.
Hennart, J.(1988), "A Transaction Cost Theo
|
|
|
brand equity all the more important.
The purpose of the present study was to investigate the effect of internal marketing and increased brand diversification on brand equity by combining them as influential factors with marketing mix factor. For this purpose, literature review was make on previous f
|
|
메뉴펼치기
