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브랜드와 CEO 카리스마 인식과 소비자 감정 경험이 브랜드 확장에 미치는 영향
이재신(Jae-Shin Lee),연보영(Bo-Young Yeon),류재미(Jae-Mi Ryu) 한국언론학회 2014 한국언론학보 Vol.58 No.3
In this research the influences of the brand attribute perception and consumers’ emotional experience on purchase intension were explored. More specifically, the research model hypothesizes that brand and CEO charisma influence brand-self congruence which leads to brand attachment and purchase intention of brand products(iPhone) and brand-extended products(iPad). A survey was conducted against 287 college students and the data were analyzed with structural equation modeling. The results indicate that, except for the relation between brand charisma and purchase intension of brand products, all research hypotheses were supported.
이재신(Jae-Shin Lee),이문광(Wenguang Li),류재미(Jae-Mi Ryu),최문훈(Moon-Hoon Choi) 한국언론학회 2014 한국언론학보 Vol.58 No.5
Prior research has examined various factors affecting cultural adaptation but the effects of the factors were assumed linear. Present study investigates the interactive effects of media use (TV & Internet) and interpersonal elements (FtF communication, phone conversation, and social network) on cultural integration. In addition the role of extrovertism was also examined. Results indicate that significant interaction effects exist between media use and FtF communication and media use and the social network. It was also found that individuals’ psychological characteristics such as extrovetism influenced cultural integration.