신제품에 있어서의 광고유형이 소비자 준거가격에 미치는 영향에 대한 연구

목차

1.서론
이론적고찰
신제품에 있어서 소비자준거가격의 폭에 관한 의미
광고소구의 유형에 대한 기존 문헌의 고찰
연구가설
광고유형과 준거가격과의 관계
소비자 지식과 준거가격의 폭과의 관계
브랜드명과 준거가격의 수준과의 관계
관여도와 준거가격의 수준과의 관계
방법론
실험결과

2.결론

본문내용

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키워드

광고분석,   광고유형,   준거가격,   광고유형과 준거가격과의 관계,   광고효과,   관여도와 준거가격의 수준과의 관계