웹사이트의 특성이 인터넷 브랜드자산에 미치는 영향 (website)

목차

Ⅰ. 서 론

Ⅱ. 연구의 이론적 배경

Ⅲ. 연구가설의 설정

IV. 연구방법 및 가설검증

V. 결 론

참고문헌

본문내용

온라인 브랜드로 이전될 수 있는가에 대한 연구도 가능할 것이라고 판단된다.
참고문헌
Aaker David A. (1991), Managing Brand Equity, New York: Free Press
______________ (1996), Building Strong Brands, New York: Free Press
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Eighmey, John (1997), "Profiling User Responses to Commercial Web Sites", Journal of Advertising Research, May-June, 59-66
Hoffman Donna L. and Thomas Novak (1996), "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations", Journal of Marketing, 60(July), 50-68
Flectcher, Garth J. O., Jeffry A. Simpson and Geoff Thomas (2000), "The Measurement of Perceived Relationship Quality Components: A Confirmatory Factor Analytic Approach", Personality and Social Psychology Bulletin, 26(3), 340-354
Keller Kevin Lane (1993), "Conceptualizing, Measuring, and Managing Customer-Based Equity", Journal of Marketing, 57(1), 1-22
Linn Carolyn A. (1999), "Online-Service Adoption Likelihood", Journal of Advertising Research, 39(2), 79-89
Novak Thomas P., Donna L. Hoffman and Yiu-Fai Yung (2000), "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach", Marketing Science, 19(1), 22-42
Stevenson, Julie S. (2000), "Webpage Background and Viewer Attitudes," Journal of Advertising Research, 40(1), 29-34
Szymanski, David M., Richard T. Hise (2000), "e-Satisfaction: An Initial Examination," Journal of Retailing, 76(3), 309-322
Yoo, Boonghee, Donthu, Naveen and Lee Sungho (2000), "An Examination of Selected Marketing Mix Elements and Brand Equity", Journal of the Academy of Marketing Science, 28, 195-211
Abstract
A Effect of Website's Characteristics on Internet Brand Equity
Han, Dong-chul
Sung, Hee-seung
Businesses based on online are becoming increase and important. The importance of online brand building has been rapidly gaining ground in recent years. Therefore it is vital to understand what affects the online brand equity. The concept of Brand equity has emerged as one of the most critical areas for marketing in the 1990s. Despite interest in the subject, however there is a little empirical study about online brand equity.
This study applies the concept of brand equity to setting of brands in virtual environment. This concept explains brand building strategy and operation of online business which goals is building strong brand on online.
Thus this study investigates three research questions. First, what is online brand equity? Second, Are values of web sites, which were informativeness, entertainment, and organization of web site affect on brand equity or not? Research model was tested against the data acquired from membership users in online businesses.
We have found relationship between two of web site values, which were Informativeness and entertainment and all of brand equity components are significant but organization of site have related to intimacy only.
Key words: online, brand equity, website

키워드

웹사이트,   인터넷브랜드,   인터넷 이용자,   인터넷 서비스업체,   브랜드 자산,   회귀분석