지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose - This study examined the effects of susceptibility to global consumer culture (SGCC) on the brand attitude of consumers of the global SPA brand in South Korea.
Research Design, Data, and Methodology Questionnaires were used, and the sample that was extracted by the convenience sampling method comprised 703 males and females,aged 20-36. The data were analyzed with SPSS 16.0 and Amos 5.0 for frequency analysis, exploratory factor analysis,confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling analysis.
Results - First, conformity to consumption trends was found to have a significant effect on all four variables of SPA brand attitude (brand favorability, uniqueness, ethicality, and economic utility). Second, quality perception was found to have a significant effect on brand favorability, uniqueness, ethicality, and economic utility. Third, social prestige was found to have a positive effect on uniqueness.
Conclusions - The results show that consumers' susceptibility to global culture is a significant factor in their attitude to the global SPA brand. Therefore, it would be more effective if the global SPA brand develops recognition among consumers that its products play a role in sharing new trends and global lifestyles.
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참고문헌 (20)
참고문헌 신청
Batra, R. / 2000 / Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries / Journal of Consumer Psychology 9 (3) : 83 ~ 95
Chaudhuri, A. / 2001 / The Chain of Effects from Brand Trust and Brand Effect to Brand Performance : The Role of Brand Loyalty / Journal of Marketing 65 : 61 ~ 93
Claudiu, V. D. / 2008 / Cognitive and Affective Reactions of U.S. Consumers to Global Brands / Journal of International Marketing 16 (4) : 113 ~ 135
Cohen, J. B. / 2006 / A Multiple Pathway Anchoring and Adjustment(MPAA)Model of Attitude Generation and Recruitment / Journal of Consumer Research 33 (1) : 1 ~ 15
Dholakia, U. M. / 2004 / How Social Influence Affects Consumption Trends in Emerging Markets : An Empirical Investigation of the Consumption Convergence Hypothesis / Psycholo
Chaudhuri, A. / 2001 / The Chain of Effects from Brand Trust and Brand Effect to Brand Performance : The Role of Brand Loyalty / Journal of Marketing 65 : 61 ~ 93
Claudiu, V. D. / 2008 / Cognitive and Affective Reactions of U.S. Consumers to Global Brands / Journal of International Marketing 16 (4) : 113 ~ 135
Cohen, J. B. / 2006 / A Multiple Pathway Anchoring and Adjustment(MPAA)Model of Attitude Generation and Recruitment / Journal of Consumer Research 33 (1) : 1 ~ 15
Dholakia, U. M. / 2004 / How Social Influence Affects Consumption Trends in Emerging Markets : An Empirical Investigation of the Consumption Convergence Hypothesis / Psycholo
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