기업 연상이 소비자의 제품 평가에 미치는 영향에 관한 연구: 제품 특성과 개인 특성의 조절효과를 중심으로 = The Effect of Corporate Association on Product Responess: Moderaring Roles of Product and Consumer Characteristics

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 필요성 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법 및 구성 = 8
• 제2장 이론적 배경 = 10
• 제1절 기업 연상 = 10
• 1. 기업 이미지의 중요성 = 10
• 2. 기업 수준의 연상 = 26
• 제2절 제품의 외생적인 단서와 평가 = 33
• 1. 제품의 가격 정보와 제품 평가 = 35
• 2. 제품의 보증 정보와 제품 평가 = 41
• 제3장 연구 설계 = 48
• 제1절 연구의 개념적 모델 = 48
• 제2절 연구 가설의 설정 = 53
• 1. 기업 수준의 연상 = 53
• 2. 제품의 가격 프리미엄 = 54
• 3. 제품의 보증범위 = 60
• 4. 제품범주 관여 = 64
• 5. 제품범주 지식 = 67
• 제3절 조사 설계 = 70
• 1. 조사Ⅰ(제품의 가격을 조작화한 조사) = 71
• 2. 조사Ⅱ(제품의 보증범위를 조작화한 조사) = 78
• 제4장 실증분석 = 84
• 제1절 조사Ⅰ에 대한 실증분석 = 84
• 1. 분석방법 = 84
• 2. 측정 척도의 신뢰성 및 타당성 검토 = 85
• 3. 연구가설의 검정 = 87
• 제2절 조사Ⅱ에 대한 실증분석 = 100
• 1. 분석방법 = 100
• 2. 측정 척도의 신뢰성 및 타당성 검토 = 100
• 3. 연구가설의 검정 = 102
• 제3절 연구가설의 검증 결과에 대한 논의 = 116
• 1. 기업 연상과 소비자 반응 = 116
• 2. 기업 연상과 제품의 가격 간의 상호작용 효과 = 118
• 3. 기업 연상과 제품의 보증 간의 상호작용 효과 = 120
• 4. 기업 연상과 제품범주 관여 간의 상호작용 효과 = 122
• 5. 기업 연상과 제품범주 지식 간의 상호작용 효과 = 125
• 제5장 결론 = 128
• 제1절 연구의 요약 = 128
• 제2절 연구의 의의 = 131
• 1. 학문적 의의 = 131
• 2. 실무적 의의 = 133
• 제3절 연구의 한계점 = 136
• 제4절 향후의 연구 방향 = 137
• 참고문헌 = 139
• 부록: 설문지 = 156
• Abstract = 194
• 감사의 글 = 196

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