조직의 공중관계성이 조직 및 브랜드에 대한 태도와 구매의사에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

This study investigated the effects of organization-public relationships (OPRs) on attitude toward the organization (Ao), brand (Ab), and purchase intention (PI). For this purpose, this study devised an integrated model which holds that the effects of OPRs on PI are mediated by Ao and Ab and that the effect of Ao is mediated by Ab. Estimated coefficients and model fit indices by SEM showed this model is appropriate. Comparisons with competing models confirmed these results.

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