Earticle

초록

영어

This study would like to find out influential factors in brand image by SNS original data sources and then builds ontology by relative and associated words. According to previou theoretical studies and trend monitors survey, an ontology built brand image’s influential factors and finds out associated brand images from car blogs, and Twitter’s terms. The ontology collects original data from Twitter in Korea. By using a Korean analyzer to process, it can select key words from its original data source and then those key words make density based on K-means clustering. Korean and German cars were selected for comparison. Then, based on these process, the major six image factors are selected; image, symbol, trademark, quality, price, and country of origin. With the use of clustering analysis, the two Korean cars and two German cars’ brands show different. Finally, this study found out correlations between brand image of cars and consumer’s purchasing intention.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1. Defining and Importance of Brand Image
  2.2. The Brand Images of Korean and German Cars
 3. Methodological Framework
  3.1. Scope of Study
  3.2. Research Methodology
  3.3. Research Model
 4. Experiment and Statistic Analysis
  4.1. Clustering method and view
  4.2. Analysis of Perceptual Map
 5. Conclusion
 Acknowledgments
 References

키워드

저자

• Jeong Min Kim [ Graduate School of International Studies, Korea University ]
• Sunghoon Park [ Graduate School of International Studies, Korea University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Software Engineering and Its Applications

• 간기

  월간

• pISSN

  1738-9984

• 수록기간

  2008~2016

• 등재여부

  SCOPUS

• 십진분류

  KDC 505 DDC 605