원산지불일치 시 브랜드 선호 차이와 브랜드 편익 유형의 상호작용이 구매의도에 미치는 영향

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경
• 1) 원산지 효과
• 2) 실용적 편익 브랜드와 쾌락적 편익 브랜드
• 3) 브랜드 애착과 브랜드 태도의 차이
• 3. 가설설정
• 4. 연구 설계 및 결과
• 1) 연구 설계 및 사전조사
• 2) 타당성 및 신뢰도 검증
• 3) 가설검증 및 결과
• 5. 결론
• 1) 연구결과 정리 및 시사점
• 2) 연구의 한계점 및 향후 연구
• 참고문헌
• [원산지불일치 광고자극물]
• Abstract

참고문헌 (Reference)

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