초록 열기/닫기 버튼
At the present time due to development of technology and diversity of consumer preference, companies are producing a wide variety of products. Under these circumstances, the companies’ products have been marketing of using the characters which are familiar to consumers. The purpose of this study is to find out whether intimacy of the product character, product loyalty, and brand attitude can affect the consumer purchasing behavior positively. This study was carried out researching the domestic and foreign documents and based on the empirical analysis. A sample study of 232 people was conducted by measurement target including college students and office workers who are interested in the characters. Based from the results of the study, product loyalty and brand attitude affected consumer purchasing behavior whereas intimacy of the character has no effect at all. Namely consumers can feel the intimacy of characters but they are not interested in the products containning the characters. Factors that have the greatest impact on the purchase of a mobile character appeared as brand attitude.
