학술대회자료
Building customer-based brand equity in the home furniture market in China
- 한국IT서비스학회
- 한국IT서비스학회 학술대회 논문집
- 2010추계학술대회
-
2010.11363 - 368 (6 pages)
- 18
This paper aims to explore the factors affecting customer-based brand equity of home furniture companies in China. This study has identified nine factors price, quality, design, green attribute, in-store experience, print advertising, sales promotion, off-line WOM, and online WOM as potential contributors to the brand equity.
Abstract
1. Introduction
2. Literature Reviews
3. Research Model
4. Research Method
5. Data Analysis and Results
6. Concluding Remarks
Reference
(0)
(0)