HOW TO WRITE THE BRAND NAME? SCRIPT USED FOR THE BRAND NAME INFLUENCE ON BRAND IMAGE AND BRAND ATTITUDE IN REGARD TO PRODUCT-CATEGORY SCHEMA FIT
Global Fashion Management Conference
2021 Global Fashion Management Conference at Seoul
(2021.11)
pp.405-411
pp.405-411
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Keyword
Table Content
ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
Symbolic consumption, brand meaning and brand equity
Meaning transfer theory
Brand name and meaning creation
Writing systems and scripts
Brand image
Brand attitude
Product Category Schema Fit
HYPOTHESES DEVELOPMENT
METHODOLOGY
RESEARCH RESULTS
DISCUSSION
REFERENCES
INTRODUCTION
THEORETICAL BACKGROUND
Symbolic consumption, brand meaning and brand equity
Meaning transfer theory
Brand name and meaning creation
Writing systems and scripts
Brand image
Brand attitude
Product Category Schema Fit
HYPOTHESES DEVELOPMENT
METHODOLOGY
RESEARCH RESULTS
DISCUSSION
REFERENCES
Author