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服装商品的品牌资产和购买意图: 亚洲和欧洲的文化比较研究

Kim Kyung Hoon、Eunju Ko、Hooley Graham、Nick Lee、Donghae Lee、Hong-Seob Jung、Byung Joo Jeon、Hakil Moon

2008Journal of Global Academy of Marketing ScienceBusiness, Management and Accounting被引 22开放获取

摘要

This research is the leading brand for purchase of assets, and analyzing the factors based on brand asset components and the relationship between the brand and brand assets assets impact factors and purchase intent on uncovering the relationship between components and trademarks centered on South Korea and the United Kingdom, by comparing the asset management plan would generate. The study, information navigation product knowledge affects of constant (+), brand attitudes and knowledge of the brand loyalty and brand value to the constant trademark (+). Brand value and brand loyalty and purchase intent-(+) in the United Kingdom, on the other hand, of the impact that do not affect that.

引用本文（GB/T 7714）

DOI：https://doi.org/10.1080/12297119.2008.9730181