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유통업체 브랜드와 제조업체 브랜드의 태도와 구매의도 간의 경쟁효과 분석

Author
최자영, 최윤식
Journal Title
상품학연구
Publication Year
2009
Topics
Summary

This study analyzed the impact of store image on attitudes and purchase intentions toward private brands (PB) and national brands (NB), as well as the competitive effect between PB and NB, using a structural equation model. The results showed that a positive store image leads to positive attitudes toward both PB and NB, but a positive attitude toward PB lowers the intention to purchase NB, while an attitude toward NB does not significantly affect the intention to purchase PB, demonstrating an asymmetric effect.

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제품태도가 만족도와 충성도에 미치는 영향에 관한 연구: PB와 NB의 조절효과를 중심으로 A Study on the Effect of Consumers’Product Attitude on Satisfaction and Loyalty: The Moderating Effect of PB and NB

최창혁; 곽수환; 손희영; 김종순 · 2015

상품학연구

대형할인점 PB제품 속성이 소비자의 태도와 구매행동에 미치는 영향 An Effect of the PB Products attribute of the Large-sized Discount Stores on the Consumer Attitude and the Purchase Behavior

한동여 · 2015

디지털융복합연구

중국시장의 NB와 PB제품 고객만족과 재 구매의도에 대한 내·외재적 단서의 영향요인 연구 A Study on the Effects of Intrinsic and Extrinsic Cues for Customer Satisfaction and Repurchase Intention of National Brand and Private Brand in China

김용정; 풍가음; 송영욱 · 2015

국제경영리뷰

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