Earticle

초록

영어

The purpose of this paper is to examine the moderate effects of self monitoring and the ways of thinking on the relationships and the moderate effects of brand credibility and brand attachment on the relationships between the negative information about a brand and the customer attitude holistic and analytic on the relationships between the negative information about a brand and customer attitude. To accomplish these purposes, this research divided negative information about a brand into corporate ability and corporate social responsibility. In addition, research also divided product type into functional product and symbolic product. participants are classified as having Low or High self monitoring. and the ways of thinking divided into holistic and analytic on the relationships between the negative information about a brand and customer attitude. The following are the summary of hypothesis test: (1)the consumers with low(high) level of self monitering are more likely to reveal high level of preference for negative information of corporate ability. (2)the consumers with analytic(holistic) ways of thinking are more likely to reveal high level of preference for negative information of corporate ability. (3)the consumers with low(high) level of self monitering are more likely to reveal high level of preference for functional product. (4)the consumers with analytic(holistic) ways of thinking aren't more likely to reveal high level of preference for functional(symbolic) product.

목차

Abstract
 1. 서론
 2. 이론적 고찰
  2.1 브랜드 위기
  2.2 제품의 유형
  2.3 소비자의 사고방식
  2.4 자기감시성
  2.5 브랜드 태도
 3. 실증적 연구 설계
  3.1 연구모형
  3.2 연구가설
 4. 연구결과분석 및 해석
  4.1 신뢰성 검증
  4.2 타당성 검증
  4.3 종속변수의 단일지표화 및 상관관계분석
  4.4 가설검증
 5. 요약 및 결론
  5.1 연구결과의 요약
  5.2 연구결과의 시사점
  5.3 연구의 한계점 및 향후 연구방향
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저자

• 서경도 [ Kyung-Do Suh | 금오공과대학교 경영학과 ]

참고문헌