Earticle

초록

영어

This study empirically tested a proposed model that delineates the responsive,leading, innovative, and social image of a company as key precursors ofword-of-mouth (WOM) among Chinese consumers. Regression analysis for thefour dimensions of corporate image on WOM spread among consumers showedthe following findings; first, all dimensions of corporate image turned out to havean impact on WOM communication, except for the dimension of leading corporateimage on WOM measured by “recommending to others.” Second, of the fourdimensions of corporate image, responsive corporate image showed to exert thehighest impact on WOM communication. The findings of this study suggest that,to create an environment that encourages the development and spread of positiveWOM, companies trying to capture the minds of Chinese consumers need tocultivate a satisfactory relationship with their customers and to obtain a favorableimage from them. To this end, managers must consciously and consistently definetheir organizations through all types of interaction and communication withconsumers.

목차

I. 서론
 II. 연구 모형의 제시
 III. 통계분석의 방법 및 결과
 IV. 결론
 참고문헌
 Abstract

키워드

저자

• 방용태 [ Bang, Yong Tae | 배재대학교 중소기업컨설팅학과 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국창업학회지 [Journal of the Korean Entrepreneurship Socieity]

• 간기

  격월간

• pISSN

  2092-8068

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658