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Cultural Antecedents of Consumer Innovativeness,\" Journal of Marketing, 63, 55-69.
Yoo, J. H., & Hwang, S. J.(2014), “The effects of consumers\' perceived relational benefits of fashion products on longterm orientation,” Journal of Korea Design Forum, 43, 119130. Ⅰ. 서 론 2
Ⅱ. 이론적 배경
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cultural branding, Boston, Mass. : Harvard Business School Press
Kotler Philip., Iwan Setiawan., & Hermawan Kartajaya(2010), Marketing 3.0: From Products to Customers to the Human Spirit, John Wiley & Sons, 안 진환 역, 2010, 마켓3.0, 타임비즈.
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marke
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cultural products)’이라고 할 수 있다. 문화상품은 기술 집약적이고 아이디어 집약적인 고급상품이다. 최근 국가간 문화교류는 치열한 상품교역전이 아니다. 철저한 약육강식의 생존논리가 지배하는 질 좋은 상품만 살아남는 시장으로 변하고
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Cultural Industries : The origin of an idea" in UNESCO.
33. Mulcahy, K. V.(1982), "The Relation for Public Culture", In Kevin V. Mulcahy & C. Richard Swaim, (eds.), Public Policy and the Arts, Doulder, Colorado, Westview Press.
34. Nantel, J. A. and Colbert F.(1992), "Positioning Cultural Arts Produ
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Cultural Industries : The origin of an idea” in UNESCO.
33. Mulcahy, K. V.(1982), “The Relation for Public Culture”, In Kevin V. Mulcahy & C. Richard Swaim, (eds.), Public Policy and the Arts, Doulder, Colorado, Westview Press.
34. Nantel, J. A. and Colbert F.(1992), “Positioning Cultural Arts Produ
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cultural, and legal systems, as well as unfamiliar economic conditions, advertising media, and distribution channels. An international firm accustomed to promoting its productson television will have to alter its approach when entering a less developed market in which relatively few people have tele
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