Earticle

초록

영어

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.

목차

ABSTRACT
 1. 서론
 2. 이론적 배경
  2.1 브랜드 마케팅(Brand  Marketing)의 개념
  2.2 기업이미지(Corporate Image)의 개념
  2.3 브랜드이미지(Brand Image, Bl)의 개념
  2.4 재구매 의사(Purchase Intention, Pl)의 개념
 3. 연구모형 및 가설설정과 연구방법
  3.1 연구모형 및 가설설정
  3.2 변수의 조작적 정의 및 측정
  3.3 연구방법 및 실증분석
 4. 분석결과 및 시사점
  4.1 인구통계학적 요인과 휴대폰 기업의 종류에 따른 차이 분석
  4.2 브랜드마케팅, 기업이미지, 브랜드 이미지, 재구매 의사요인의 영향검정
 5. 결론
  5.1 연구의 의의
  5.2 연구의 한계점과 방향
 참고문헌

저자

• 임기홍 [ Ki-Heung Yim | 광주여자대학교 실버케어학과 교수 ]
• 전용진 [ Yong-Jean John | 우석대학교 경영학과 교수 ] 교신저자

참고문헌