원문정보
초록
영어
As the expansion of global consumer culture, the number of global consumers is increasing. Thus the global consumer culture positioning strategy as a successful marketing communication strategy became very important. In this paper the interaction effects between product type and country of origin on global consumer culture positioning strategy are explored. From this research on Chinese young consumer's attitude on advertising, it is found that they prefer global consumer culture positioned advertising adopting foreign celebrity and English brand name and that this kind of preference is especially strong when it is applied to hedonic products that has more symbolic values than the utilitarian products.
목차
Ⅱ. 이론적 배경 및 가설
Ⅲ. 실증연구
Ⅳ. 연구의 요약 및 향후 연구 방향
참고문헌
ABSTRACT