혁신이 브랜드 자산과 소비자-브랜드 관계에 미치는 영향에 관한 연구

A Study on the Causal Effect of Innovation on Brand Equity and Customer-Brand Relationship

  The object of this study is to explore the effects of innovation concept on comprising factors of brand property and relationship between customer and brand. It is recent trends that loyalty concept is being replaced by the customer-brand relationship. This study will inspect causality of comprising factors of brand property and relationship between customer and brand. which will provide new frame on royalty and customer-brand relationship. Results of this study can be used to put ahead further research on the relationship between innovation and brand property comprising factors. On the other hand, this study can provide practical view for brand property management to enterprises.