원문정보
브랜드 자아 이미지 부합성 정도가 브랜드수용도에 미치는 영향 : 의인화와 자기 지식 수준의 조절역할을 중심으로
피인용수 : 0건 (자료제공 : 네이버학술정보)
목차
I. Introduction
II. Literature review
1. The role of brand- self congruity in consumer behavior
2. The moderating role of self knowledge in the effect of brand self congruity on consumer behavior
3. The moderating role of anthropomorphism in the effect of brand self congruity on consumer behavior
4. Key factors underlying consumer relationship with a brand
III. Research questions
IV. Hypotheses
V. Methodology
1. Overview of study
2. Pretest: selecting the brands
3. Pretest results
II. Literature review
1. The role of brand- self congruity in consumer behavior
2. The moderating role of self knowledge in the effect of brand self congruity on consumer behavior
3. The moderating role of anthropomorphism in the effect of brand self congruity on consumer behavior
4. Key factors underlying consumer relationship with a brand
III. Research questions
IV. Hypotheses
V. Methodology
1. Overview of study
2. Pretest: selecting the brands
3. Pretest results
저자정보
참고문헌
자료제공 : 네이버학술정보