Earticle

초록

영어

This study explores the component factors of innovation brand to build organizational culture of government ministries. A perception of organizational officers on innovation brand is ranked orderly by brand awareness(recognition, discrimination), brand loyalty (identification, ease of memory, meaning diffusion, reaction of customer needs), brand salience, brand knowledge and brand innovation. The results of factor analysis classify the component factors with factor1(brand awareness, brand loyalty) and factor2(brand innovation). This results indicate that the officers definitely recognize the value of innovation brand and brand identity. The brand discrimination and brand loyalty can also positively affect perception on brand innovation.

목차

ABSTRACT
 1. 서론
 2. 이론적 배경
  2.1 현신브랜드의 특성과 조직문화
  2.2 혁신브랜드의 고객인식에서 캐즘의 극복
  2.3 혁신브랜드의 하위개념
 3. 연구방법
  3.1 자료의 수집 및 연구문제
  3.2 분석도구, 분석방법 및 조작적 정의
 4. 분석결과
 5. 결론 및 논의
 참고문헌

저자

• 김연정 [ Yeon-Jeong Kim | 호서대학교 디지털비즈니스학부 조교수 ] 주저자
• 주효진 [ Hyo-Jin Ju | 꽃동네현도사회복지대학교 복지행정학전공 조교수 ] 교신저자
• 박광국 [ Kwang-Kook Park | 가톨릭대학교 행정학과 교수 ]
• 박석희 [ Seok-Hee Park | 가톨릭대학교 행정학과 전임강사 ]

참고문헌