학술대회자료
점포의 물리적 환경이 서비스 브랜드 개성과 재구매의도에 미치는 영향
The Influence of Store Environment on Service BrandPersonality and Repurchase Intention
- 한국마케팅과학회
- 한국마케팅과학회 학술발표대회논문집
- Korean Academy of Marketing Science Fall International Conference
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2006.11433 - 462 (30 pages)
- 58
The study examines how store environment factors affect service brand personality and repurchase intention in service environment. Results from the empirical study indicates that store environment factors have a strong positive impaction on service brand personality. In addition, service brand personality mediator store environment factors to repurchase intention. To increase customers" repurchase intention of service brand, managements must manage store environment factors effectively and create friendly brand personality to in accord with service environment.
Ⅰ. 서론<BR>Ⅱ. 이론적 배경<BR>Ⅲ. 가설 설정<BR>Ⅳ. 연구 방법<BR>Ⅴ. 결론<BR>참고문헌<BR>
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