초록 열기/닫기 버튼
본 연구는 기업 시각적 아이덴티티를 중심으로 기업평판과의 관계를 알아보는 데 있다. 그리고 이들 두 개념과의 관계를 동일시를 매개변인으로 하여 구조적인 관계를 분석하였다.
The purpose of this study is to investigate the relations between corporate visual identity, identification, and corporate reputation. After extracting the type of corporate visual identity through literature review, the author analyzed advertisement, logo/symbol, Website and slogan of mobile telecom company. And it is measured by the consumers about the degree of identification and reputation. Experimental analysis was used to answer the research questions. The results of KTF indicated that Website, logo/symbol affected identification. Website and slogan were positively significant in the relations between corporate visual identity and corporate reputation. And the relations between identification and corporate reputation were statistically significant. The results of LGT indicated that only slogan affected identification positively. Website, logo/symbol and slogan except advertisement were positively significant in the relations between corporate visual identity and corporate reputation. And the relations between identification and corporate reputation were also statistically significant. Lastly, the results of SKT indicated that Website, logo/symbol affected identification significantly and advertisement, Website, logo/symbol were positively significant in the relations between corporate visual identity and corporate reputation. And the relations between identification and corporate reputation were also statistically significant.
키워드열기/닫기 버튼
corporate visual identity, identification, corporatereputation, mobile telecom company
