자극에 근거한 구매와 기억에 근거한 구매 상황에서의 비교광고 효과에 대한 연구

목차 (Table of Contents)

• 1. 서론
• 2. 이론 고찰
• 1) 상표 선택 과정
• 2) 상표 선택 상황
• 3. 가설 설정
• 1) 자극에 근거한 구매상황
• 2) 기억에 근거한 구매상황
• 4. 실증 연구 방법
• 1) 실험 설계 및 피실험자
• 2) 실험 자극
• 3) 실험 과정
• 5. 실험결과
• 1) 사전 검증
• 2) 가설 검증: 자극에 근거한 구매상황
• 3) 가설 검증: 기억에 근거한 구매상황
• 4) 추가 분석: 비교광고가 고려상표군의 상표 구성에 미치는 영향
• 6. 결론 및 논의
• 1) 결과의 요약 및 연구의 기여도
• 2) 실무적 시사점
• 3) 연구의 한계점과 향후 연구 방향
• 참고문헌
• Abstract

참고문헌 (Reference)

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