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KCI우수등재 학술저널

컨벤션센터의 브랜드 개성과 자아동일시에 관한 연구

코엑스 컨벤션 센터 및 코엑스 몰을 중심으로

A branding is one of the ways to differentiate from the others and indirectly gain trust from the consumers in the domestic convention industry, in which market competitions are getting stronger as new comers are increasing. Consumers choose to express their status by purchasing 'brand self Identified goods or services. Authors illustrate brand personality, brand self identification, brand equity and conditions of exemplified convention centers. The paper derives the theoretical model of relationship among these variables. The results suggest efficient management of brand personality of convention center may increase its brand equity which also implies that strategic facilities with various brand personalities are required.

I. 서론

II. 이론적 고찰

III.연구방법

IV. 실증결과 분석 및 논의

V. 결론 및 연구의 한계

참고문헌

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