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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

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  • URLhttps://db.koreascholar.com/Article/Detail/410305
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
목차
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
저자
  • Roshchupkina Olga(Soongsil University)