“하이테크 신제품의 포지셔닝 전략 : 브랜드 명성과 속성 유형의 조절효과,”
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“하이테크 신제품의 포지셔닝 전략 : 브랜드 명성과 속성 유형의 조절효과,”' 의 참고문헌
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비핵심적 공통 속성이 소비자의 선호에 미치는 영향
하영원
마케팅연구 18 4 23-45
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광고의 크리에이티브 수준이 광고효과에 미치는 영향: 표현방식 및 브랜드명성의 조절효과
유창조
마케팅연구 21 4 23-48
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광고의 명시적 표현과 암시적 표현이 브랜드태도와 구매의도에 미치는 영향: 브랜드명성의 조절효과
유창조
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Journal of Consumer Research 26 4 372-385
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What Is It? Categorization Flexibility and Consumers' Responses to Really New Products
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The Regis Touch: Million-Dollar Advice from America’s Top Marketing Consultant
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The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies
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The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research
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Ten Risks in Marketing High-Technology Products
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Strategic Use of Bundling for Reducing Consumers' Perceived Risk Associated with the Purchase of New High-Tech Products
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Organizing for High-Tech Marketing
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Meaningless Differentiation Revisited
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Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes
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Marketing of High-Technology Products and Innovations
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Marketing High-tech Products: The Emerging Themes
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Innovation Management and Marketing in the High-Tech Sector: A Content Analysis of Advertisements
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International Journal of Management 28 1 330-348
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How Brand Reputation Affects the Advertising Brand Equity Link
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High-Tech Marketing: Concept, Continuity, and Change
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Consumer Rankings of Risk Reduction Methods
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Brand Alliances as Signals of Product Quality
Rao, A. R.
Sloan Management Review 36 1 87-97
[1994]
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“하이테크 신제품의 포지셔닝 전략 : 브랜드 명성과 속성 유형의 조절효과,”'
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