소비자 구매행동에 대한 브랜드의 태도에 관한 의견과 향후 연구방향 = Comments on Brand`s Attitude toward Consumer`s Purchasing Behavior: Its Role in Consumer-Brand Relationship and Future Research Directions

다국어 초록 (Multilingual Abstract)

Recently Lee and his colleagues(2004) introduced a new research construct titled brand`s attitude toward consumer`s purchasing behavior and analyzed relationships with related variables. I believe that their study made a meaningful contributions to Korean marketing society with respects to developing new constructs which had not been reported in international academic fields. The purpose of these comments is to reevaluate the importance and academic contributions of their study from an outsider`s point of view and to discuss problems of their study. I hope that these discussions will be incitements to more systematic researches in relation to their study

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