LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

모브랜드의 이미지 및 인지도가 확장브랜드의 지각된 가치 및 평가에 미치는 영향: 먹는샘물을 중심으로

Author

강지원, 고재윤

Journal Title

서비스경영학회지

Publication Year

2017

Topics

#Business and Management

Summary

This study investigated the influence of parent brand image and awareness on the perceived value and evaluation of extended brands in the bottled water industry. Survey results indicated that brand image positively influences perceived value, while brand awareness has a negative effect. Furthermore, perceived value positively affects brand attitude and purchase intention.

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