논문 상세정보

[학술논문] Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

이논문은 한국연구재단(NRF, National Research Foundation of Korea)이 지원한 연구과제( 스포츠이벤트 성향이 팀속성, 동일시관련요인 및 스폰서십 효과성에 미치는 영향 | 2012 년 중견연구자지원사업 2012년 중견연구자지원사업 신청요강 한글파일을 다운로드 합니다.

| 김용만(단국대학교(천안캠퍼스))

)의 '원자료' 로 제출된 자료입니다.

학술지명	Journal of marketing (ISSN : 0022-2429)
발행정보	1991-01-01 / Vol.57 No.1 / pp. 1 ~ 23
발행처/학회	American Marketing Association
주저자	캘빈레인켈러 (미상)
색인어	스포츠이벤트성향, 팀속성, 팀동일시, 프로스포츠-스폰서이미지일치성, 동일시 관련요인, 스폰서동일시, 스폰서십효과성, Brands, Consumer advertising, Brand image, Memory recall, Consumer research, Brand awareness, Consumer economics, Consumer preferences
연계링크	출처: 한국교육학술정보원(RISS)

주초록(메인언어)
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is ...

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

(출처 : JSTOR, https://www.jstor.org/stable/1252054)