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Exploring Brand Awareness and Purchase Intention on Complete and Ingredient Brands of Smartphone
( Joongi Eom ),( Yoon C. Cho ) 서암순창장학회 2015 Journal of Marketing Thought Vol.2 No.2
This paper explores how smartphone customers form attitudes, purchase intention and satisfaction based on perception of a smartphone brand as a complete product and/or its ingredient brands (e.g., application processor, camera sensor, and display panel). In particular, this study investigates i) how attitudes, purchase intention, and expected satisfaction differ based on the level of awareness (high vs. low) of complete product and ingredient brands; ii) how attitudes affect purchase intention based on the level of awareness of complete product and ingredient brands (high vs. low); and iii) ii) how purchase intention affects expected satisfaction based on the level of awareness of complete product and ingredient brands (high vs. low). The results of this study find that attitudes, purchase intention, and expected satisfaction differ based on the level of awareness of complete product and ingredient brands. The study also finds significant relationships between attitudes, purchase intention, and expected satisfaction based on the level of brand awareness of complete product and ingredient brands. This study provides implications for complete product and ingredient branding strategies.
김주필(Joo-pil Kim),박종은(Jongeun-Park),채준호(Joonho-Chae),장지현(Jihyun-Jang),이준기(Joongi-Lee),이준호(Joonho- Lee),문태서(Taesu-Moon),정재훈(Jaehoon-Jeong),엄태민(Tamin-Eom),김지후(Jihoo-Kim),유혜성(Hyesung-Yeo),함석찬(Sukchan- Ham 한국거미연구소 2013 한국거미 Vol.29 No.2
2013년 7월 26일부터 31일까지 한국거미연구회 회원들이 경기도 남영주시 조안면에 소재한 운길산의 거미상을 조사, 연구한 결과 18과 41속 69종을 채집하였기에 이에 보고하는 바이다. The authors investigated the spider of Mt. Ungil from 26 July 2013 to 31, July 2013. In the present paper Mt. ungil from the -species of -genera belong to - families were identified.