브랜드 개성이 제품 개성에 미치는 영향에 대한 연구 Brand as determinant of evaluation of product personality

Cited 0 time in webofscience Cited 0 time in scopus
  • Hit : 315
  • Download : 0
A cross-cultural study was carried out in Germany and in South Korea in order to investigate the relationship between brand personality and product personality facilitating the three dimensions of personality agreeableness, excitement, and extroversion. Two pairs of shoes were prepared across categories of product function symbolic (a pair of high-heeled shoes) versus utilitarian (a pair of sport shoes). In experiments, each pair of shoes was labeled as a luxury brand (
Publisher
한국패션비즈니스학회
Issue Date
2008-06
Language
Korean
Citation

패션 비즈니스, v.12, no.2, pp.165 - 175

ISSN
1229-3350
URI
http://hdl.handle.net/10203/90535
Appears in Collection
ID-Journal Papers(저널논문)
Files in This Item
There are no files associated with this item.

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0