광고를 통한 브랜드 개성의 창조와 소비자-브랜드 관계에 대한 개념적 고찰 및 연구명제의 제안

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참고문헌 (88)

1. 김유경, "브랜드 개성의 유형과 영향요인에 관한 연구: 제품 특성과 소비자 요인을 중심으로", 광고연구, 49, pp.29~53 (2000)
2. 김정구, "브랜드 개성을 통한 광고전략 연구", 광고학연구, 9(1), pp.37~52 (1998)
3. 김정구, "브랜드개성이 구전과 브랜드애호도에 미치는 영향: 사회적 일체감 이론의 적용", 소비자학연구, 13(2), pp.5~43 (2002), 한국소비자학회
4. 김정구, "브랜드 개성이 브랜드 자산에 미치는 영향에 관한 실증연구: 사회적 일체감의 적용", 마케팅학회 2000년도 추계학술대회 발표논문집, pp.131~142 (2002)
5. 김홍범, "브랜드 개성이 점포 이미지 및 선호도에 미치는 영향", 관광학연구, 26(1), pp.63~82 (2002), 한국관광학회
6. 김흥규, "광고를 통한 브랜드 이미지 형성에 관한 연구: 브랜드 개성과 광고표현요소를 중심으로", 광고학연구, 12(3), pp.143~170 (2001)
7. 박범순, "광고가 표현하는 브랜드 개성과 소비자가 인식하는브랜드 개성의 일치성연구: 제품유형별 최초 시장 진입브랜드의 광고를 중심으로", 한국광고홍보학보, 12(1), pp.156~184 (2010), 한국광고홍보학회
8. 박찬, "광고에 대한 반복노출에 따른 브랜드 개성 강도의 차이에 관한 탐색적 연구", 마케팅관리연구, 10(2), pp.159~172 (2005), 한국마케팅관리학회
9. 심성욱, "채널 브랜드 개성과 채널 평판이 채널 시청의도에 미치는 영향에 관한 연구: 공중파 채널과 케이블 채널을 중심으로", 광고학연구, 18(5), pp.191~208 (2007)
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11. 유창조, "브랜드 이미지 형성과정에 대한 개념적인 틀", 동남경영, 7, pp.263~278 (1993)
12. 유창조, "광고노출을 통한 보랜드 개성 형성의 선행요인과 결과요인에 대한 분석: 광고의 반복노출에 따른 비교", 광고연구, 68(68), pp.115~137 (2005), 한국방송광고공사
13. 이유재, "브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형:이용자와 비이용자간 차이에 대한 탐색적 연구", 마케팅연구, 17(3), pp.1~33 (2002), 한국마케팅학회
14. 이진용, "소비자 의사결정과정에 기초한 통합적 브랜드 관리에 관한 연구", 광고학연구, 14(2), pp.7~38 (2003), 한국광고학회
15. 임병훈, "브랜드선택에 있어 브랜드 퍼스낼리티와 제품속성의 상대적 중요도에 관한 실증적 연구", 마케팅연구, 18(4), pp.1~21 (2003), 한국마케팅학회
16. 최원주, "제품유형에 따른 브랜드 개성의 영향요인에 관한 연구", 광고학연구, 13(1), pp.183~213 (2002), 한국광고학회
17. 한은경, "브랜드 자산평가를 위한 감성 및 관계척도 개발에 관한 연구", 광고학연구, 14(4), pp.37~66 (2003), 한국광고학회
18. 홍종필, "광고, 마케팅, 소비자 연구에서 사용되는 브랜드 이미지 구성개념에 대한 이론적 고찰 및 제언", 한국심리학회지: 소비자·광고, 9(1), pp.127~147 (2008), 한국소비자·광고심리학회
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