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4) 이우용·정구현, 전게서, p.102.

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31) 반병길, 전게서, pp. 723-724

32)Ralph L. Allison and Kenneth P. Uhl, "Influence of Beer Brand Identification on Taste

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36) 반병길, 전게서, p. 731.

37) John H. Holmes, op.cit., pp. 26-32.

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39) H사 영업관리부 시장조사과, 1985.