브랜드 마케팅이 기업 및 브랜드 이미지, 구매의사결정에 미치는 영향에 관한 연구

A Study on influencing Brand Marketing of Corporate Image, Brand Image and Purchase Intention

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.