DIFFERENCES BETWEEN CONSUMERS’ AND EMPLOYEES’ BRAND IMAGES OF A FOOD COMPANY
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2018.07
- 5페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Miho Aizawa, Yasushi Kyutoku, Erina Yoshida, Yuko Minami, Ippeita Dan
목차
ABSTRACT
INTRODUCTION
METHODS
RESULTS
DISCUSSION
References
영어 초록
This study examined discrepancies in the brand image of a Japanese frozen food company perceived by the company’s employees and its consumers. Using a hypothesized model leading to brand loyalty, structural differences between the company’s employees’ (internal) and consumers’ (external) brand images were revealed: the two images did not structurally match.
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