학술저널
The purpose of this study is to analyze the effect of brand extension of the company to the internet shopping mall. We found that the reputation of the company has an positive effect on the brand extension of the company to the internet shopping mall. Additionally, the similarity and the fitness of the company with internet shopping mall has a positive relationship with the attitude toward internet shopping mall. Lastly, the attitude toward a internet shopping mall have a positive relationship with the attitude toward the product which is sold in that shopping mall.
Ⅰ. 연구 배경과 목적
Ⅱ. 선행연구의 고찰
Ⅲ. 연구의 개념적 체계와 가설
Ⅳ. 실증연구
Ⅴ. 결론
참고문헌
Summary
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