A study on the Influence of Consumer Behavior on the Brand Image

브랜드이미지가 소비자의 행동에 미치는 영향에 관한 연구

The prior studies for consumer-brand relationships vested brands with personalities after had personified them. In these studies, a brand become the object of consumer's attitude, and former researchers investigated the types and styles of consumer-brand relationships based on this theory. However, I though that these studies did not follow the original concept of 'relationship' for they approached consumer as the subject and a brand as the object.