An Effect of Brand Awareness and Involvement upon Choice of Product Quality

브랜드 인지도와 관여도가 제품 품질 선택에 미치는 영향에 관한 연구

  • 한경희 (경희대학교 산업공학과) ;
  • 조재립 (경희대학교 산업공학과)
  • Published : 2004.03.01

Abstract

Keep in step in trend that interest for brand is rising and enterprise should tries to customer to Inform own brand. The mayor is diversified and work this which make correct product or brand on customer need is work which our enterprise does now. And should judge the availability whether customer is satisfied to product according to the brand. Because this can be the most important matter which is kept customer and create profit that is enterprise's ultimate object. In this study, customer measured brand enforcing to blue jeans clothing company how is recognizing and distinguishes brand forefinger to low rank group with high position group. And, measured satisfaction by each group. Measured new concept that is when enforce customer satisfaction, expectation which is existent theory, result, Involvement with inconsistency theory making grafting and confirmed that involvement is factor influencing in customer satisfaction measurement.

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