Earticle

초록

영어

A web site focused on a specific product brand so called product-brand web site has become one major marketing tool as such product-brand web site provides chances for customers to experience the detailed information of the specific brand as well as emphatic the image of the brand. The purpose of this research is to examine the influence of the product-brand web site on the formation of attitude toward the product brand. Subjects of this study are users of two web sites of leading sanitary product brands. The result shows that not only emotion, playfulness and convenience perceived from the web site but also existing attitude toward the brand influence the attitude toward the web site. Further, the attitude toward the web site in turn affects attitude toward the image of the brand. The importance of this study is in its conceptualization and empirical verification of the relationship between the product-brand web site and the reputation of a brand.

목차

Abstract
 1. Introduction
 2. Research Background
  2.1 Brand Equity Theory
  2.2 Advertising Attitude Theory
  2.3 Product Brand Web Site
 3. Research Method
 4. Research Results
  4.1 Data Collection and Validation
  4.2 Results of Hypothesis Tests
 5. Conclusion
 References

키워드

저자

• Namjae Cho [ Professor, Hanyang University ]
• Seunghee Oh [ Hanyang University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005