소매점자산 형성 모델과 유통경로 유형별 분석에 관한 연구

초록

With the latest trends of customer satisfaction and its resulting value creation and profit seeking based on the customer's impression being established as the ultimate goal of corporations, continual debates have been held to discuss how their products or services could appeal to customers. To do this, it is imperative that corporations equip themselves with differential competitive advantages which could strenuously be maintained. From a perspective of the importance of brand, the establishment of a powerful brand can be stated to be mandatory for securing long-term stable demand and creating value which can entice customers. Based on these phenomena, the formation and management of brand equity have gradually been of increasing interest.

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