브랜드 가치에 대한 브랜드 이미지의 역할에 관한 연구

다국어 초록 (Multilingual Abstract)

  This study explored factors affecting role of Brand Image on the Brand Value Up through three approaches(functional image, experience image, symbolic image) respectively, and designed the integrative model through searching the relationships among them.<BR>  In this study experience image are designed to be explained by social identification that are explained by factors related to the usage attraction, social benefit, psychological benefit. And functional image are designed to be explained by functional sufficiency that are explained by factors related to the price propriety, food quality, approach possibility, information possibility.<BR>  And symbolic image are designed to be explained by peculiarity unique that are explained by factors related to the traditional image, traditional food sufficiency need, traditional cultual diversity.<BR>  The results from our empirical research showed that usage attraction, social benefit, psychological benefit have a direct effect on social identification. and social identification have a direct effect on experience image. and experience image have a direct effect on improvement of Brand Value Up on Jeon-Ju Han-ok Village.<BR>  The results from our empirical research showed that price propriety, food quality, information possibility have a direct effect on functional sufficienc. and functional sufficience have a direct effect on functional image. and functional image have not a direct effect on improvement of Brand Value Up.<BR>  And The results from our empirical research showed that traditional image, traditional food sufficiency need, traditional cultual diversity have a direct effect on peculiarity unique. and peculiarity unique have a direct effect on symbolic image and symbolic image have a direct effect on improvement of Brand Value Up.

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