복식문화연구 (The Research Journal of the Costume Culture)
- 제16권5호
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- Pages.826-840
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- 2008
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- 1226-0401(pISSN)
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- 2383-6334(eISSN)
VMD 이미지와 브랜드 인지도가 위험 지각, 브랜드 이미지 및 브랜드 충성도에 미치는 영향에 관한 연구
A Study on the Influence of Visual Merchandising and Brand Recognition on Perceived Risk, Brand Image and Brand Loyalty
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Park, Min-Jung
(Dept. of Fashion Marketing, Keimyung University) ;
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Lee, So-Eun
(Dept. of Clothing and Textiles, Ewha Womans University)
- 발행 : 2008.10.31
초록
It has been important for retailers to create and maintain strong brand image and brand loyalty in highly competitive markets. The purpose of the study is to investigate the effect of VMD(Visual Merchandising) image and brand recognition on consumers' perceived risk, brand image and brand loyalty. A 2(VMD image: positive vs. negative)
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