한국경영과학회:학술대회논문집 (Proceedings of the Korean Operations and Management Science Society Conference)
- 한국경영과학회/대한산업공학회 2003년도 춘계공동학술대회
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- Pages.523-528
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- 2003
브랜드 인지도와 관여도가 제품 선택에 미치는 영향에 관한 연구
An Effect of Brand Awareness and Involvement upon choice of product
- Han Kyong Hee (Dept. of Industrial Engineering, Kyung Hee University) ;
- Jho Jai Rip (Dept. of Industrial Engineering, Kyung Hee University)
- 발행 : 2003.05.01
초록
Involvement was defined customers has been the standard of interest of product, service, company. Involvement can explain customers doing more detail than any conception. In the light of this, the brand awareness is important factor to reduce the perceived risk. Therefore, we measured the brand awareness to study whether it affects on decision of product. As a result of study, we could get the following outcome. We found out that the brand awareness effects positive influence on consumer to choose a travel agency. It can be considered as a natural result, but it proved that the brand awareness has a quite important role for decision making process. This study has investigated the relationships between brand awareness satisfaction and involvement about product.
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