-주 석-

1) 최승이·한광종, 「관광광고·홍보론」,(대왕사,1993)

2) brand : an identifying mark or label on the products of a particular company, trademark, equity : 1)the value of the shares issued by a company, 2)the value of property beyond the total amount owed on it in mortgages, liens, etc.(Webster's New World Dictionary)

3) Fortune, "The Brand's the Thing," March 4, 1996, pp.72-86.

4) D. A. Aaker, Building Strong Brand, The Free Press, 1996.

5) P. D. Bennett, Dictionary of Marketing Terms, Chicago: American Marketing Association, 1988, pp.18-19.

6) 김성제, 「브랜드의 지식」, EM문고, 1993, pp.7-22

7) Rebecca Piirto Heath, "The Once and Future King," Marketing Tools, March, 1998, p.38.

8) 아오키 유키히로 외, 전략적 브랜드 관리의 이론과 사례, 일경 광고 연구소, 1997(한국브랜드메니지먼트 연구소 역, KMAC CS경영본주, 1997)

9) D.A. Aaker, Managing Brand Equity, NY : The Free Press.; P. H. Farquher, "Managing Brand Equity", Marketing Research, Sep, 1989, pp. 24-34.; Kevin I. Keller, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, Jan, 1993, pp.1-22.

10) Arnold, Davis, The Handbook of Brand Management, MA : Reading, Addison-Wesley Publishing Company, 1992.

11) J. P. Jones, What's in a name, Lexington books, 1989, pp.29-31.

12) Peter H. Farquhar, "Managing Brand Equity", Marketing Research, Sept, 1989, p.24.

13) 박찬수, 「마케팅 신 조류」, 경문사, 1995, pp. 141-179; Park, Chan Su, "Estimation and Prediction of Brand Equities through Survey Measurement of Consumer Preference Structure." Unpublished doctoral dissertation, Graduate School of Business, Stanford University, 1992.

14) Marketing Science Institute, "Review," Marketing Science Institute, Fall, 1989.

15) Carol J. Simon and Mary W. Sullivan, "The Measurement and Determinants of Brand Equity : A Financial approach," Marketing Science, Winter, 1993, pp.271-288.

16) Wells, Williams, Burnett, John and Moriaty, Sundra, Advertising, 2nd ed. Prentice Englewood Cliffs New Jersey, 1992.

17) William L., Wilikie, Consumer Behavior, 2nd ed., John Willey & Sons, Inc.

18) C. L. Bovee and W. F. Aren, Contemporary Advertising, Irwin Homewood, 1982.

19) D. A. Aaker저, 마케팅 커뮤니케이션 연구회 역, 「브랜드 자산의 전략적 관리」, 나남출판, 1992, p.22.

20) K. L. Keller, "Conceptualizing Measuring and Managing Customer-Based Equity," Journal of Marketing Vol. 57 Jan. 1993, pp.1-22.

21) Peter, H. Farqugar, op. cit.

22) J. S. Bruner, J. Goodnow and G. A. Austin, A Study of Thinking, NY, John Willey and Sons, 1976.

23) Olson, Jerry C. and Jacob Jacoby, "Cue Utilization Quality Perception Processes," Advances in Consumer Research, Ann Arbor, MI: Association for Consumer Research, 1972.

24) Olson, Jerry C. and Jacoby, "Price as Informational Cue: Effects on Product Evaluations", In Customer and Industrial Behavior, Arch Woodside, Jagdish N. Sheth and Peter D. Bennett, ed., NY: Elsevior North-Holland, 1972.

25) Jacoby, Jacob, Jerry C. Olson, and Rafael A., Haddock, "Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality", Journal of Applied Psychology, 55, December, 1976.

26) Monroe, Kent B. "Buyer's Subjective Perceptions of Price", Journal of Marketing Research, 1973, pp.70-80.

27) Bettman, James R. "Information Processing Models of Consumer Behavior", Journal of Marketing Research, 7 August, 1970, pp.370-376.

28) Sheth, Jaddish, N. and P. S. Raju, "Sequential & Cyclical Nature of Information Processing Model on Repetitive Choice Behavior", in S. Ward & P. Wright, eds., Advances in Consumer Research, Urbana, Illinois: Association for Consumer Research, 1974, pp.348-348.

29) Wright, Peter, "Consumer Choice Strategies: Simplifying vs. Optimizing", Journal of Marketing Research, Feb., 12, 1975, pp.60-67.

30) Tucker, W. T., "The Development of Brand Loyalty", Journal of Marketing Research, 1, 1964, pp.32-35.

31) Dudycha L. & Naylor, J. C., "Characteristic of The Human Inference Progress in Complex Choice Behavior Situation", Organizational Behavior and Human Performance, 1, 1966, pp.110-128.

32) Blum, M. L. & Naylor, J. C., Industrial Psychology, NY: Harper and Row, 1968.

33) Andrew A. Mitchell and Jerry C. Olson, "Are Product Attribute Beliefs the Only Mediators of Advertising Effect on Brand Attitude?", Journal of Marketing Research, Vol.18, Aug., 1981, pp.318-332.

34) Sarkar, A. K., and F. A. Saleh, "The Buyer of Professional Services : An Experiment of Some Key Variables in the Selection Process" , Journal of Purchasing & Materials Management, 10, Feb., 1974, pp.22-32.

35) Anderson, W. Thomas Jr. Eli P. Cox and David G. Fulcher, "Bank Decisions and Marketing" , 40, Jan., 1976.

36) Krentler, Katherine Alice, "An Empirical Investigation of The Use of the Tangible Cues in the Marketing of Consumer Services" , MBA Dissertation, University of Kentucky, 1981.

37) Crane, F. C., "The Roll of Cues in High-Contact Service Marketing: The Relative Impact of Extrinsic Cues in Evaluating and Building Preference for High-Contact Service" ,Unpublished Ph. D. Dissertation, University of Brandford, 1988.

38) Cobb-Welgren, C. J. Ruble, C. A. and Donthu, Naveen, "Brand Preference and Purchase Intent, Journal of Marketing, Vol.24, No.3, Fall, 1995, pp. 24-40

39) Kirmani, A. and V. Zeithaml, "Advertising, Perceived Quality, and Brand Image", in Aaker, D. A. and Biel, A. L., Brand Equity & Advertising : Advertising's Role in Building Strong Brand. Lawrence Erlbaum Association, New Jersey, 1993, pp.143-161.

40) Alexander L. Biel, "Converting Image into Equity", in Brand Equity & Advertising, edited by David A. Aaker & Alexander L. Biel, Lawrence Belbaum Associates, New Jersey, 1993.

41) Philip Kotler, Principles of Marketing, 3rd ed., Prentice-Hall International Editions, 1987, pp.195-196.

42) Simon, Carol J. and Mary W. Sulivan, "The measurement and Determinants of Brand Equity : A Financial Approach", Marketing Science, 12 Winter, 1993, pp.271-288.

43) Mitchell, A. A., "Are Product Attribute Beliefs the Only Mediator of Ad Effect on Brand Attitude?," Journal of Marketing Research, Vol.18, August, 1981, pp.318-332.

44) Petty, R. E., J. T. Cacioppo and David Schuman, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Vol.10 Sep., 1983, pp.135-146.

44) Petty, R. E., J. T. Cacioppo and David Schuman, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Vol.10 Sep., 1983, pp.135-146.

45) Petty, R. E. and Cacioppo, J. T., "Source Factors and the Elaboration Likelihood Model of Persuasion", Advances in Consumer Research, Vol. 11, 1984, p.674.

46) Ibid.

47) Petty, R. E. and Cacioppo, J. T. and Schuman, D., op. cit., p.136.

48) Petty, R. E. and Cacioppo, J. T., op. cit., 1984, p.673.

49) Engel, J. F. and Blackwell, R. B., Consumer Behavior, 4th ed., 1982, p.274.

50) Keller, K. L. "Conceptualizing, Measuring and Managing Customer-Based Brand Equity," Journal of Marketing, Vol 57, No.1(January), 1993, pp.1-22.

51) Greenwald, A. G., "Cognitive Learning, Cognitive Response to Persuasion and Attitude Change," In A. G. Greenwald, T. C. Brock and T. M Ostrom eds., Psychological Foundations of Attitudes, NY: Academic Press, 1968, pp.147-170.

52) D. A. Aaker, op. cit.

53) Lassar W, Mittal, B and Arun Sharma, "Measuring Customer-Based Brand Equity," Journal of Consumer Marketing, Vol. 12, No. 4, 1995, pp.11-19.

54) J. J. Jacoby, Jerry C. Olson, and Rafael A. Haddock, op. cit.

55) Shocker, A. D., Srivastava, R. K. and Ruekert, R. W., "Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue," Journal of Marketing Research, Vol. 31, May, pp.149-158.

56) A. Kirmani and V. Zeithaml, "Advertising, Perceived Quality, and Brandin Aaker, D. A. and Biel, A. L., Brand Equity and Advertising : Advertising's Role in Building Strong Brand, Lawrence Erlbaum Associates, New Jersey, 1993, pp.143-161.

57) 取理直高, 「Brand Marketing-價格競爭時代の No.1 戰略」, Diamond社 1996. pp.69-72.

58) Peter, H. Farquhar, op. cit.

59) McGuire, W. J., "An Information Processing Model of Advertising Effectiveness, " In H. L. Davis and A. J. Silk eds., Behavioral and management Science in Marketing, NY: Wiley, 1978

60) Lutz, R. J., and James R. Bettman, "Multiattribute Models in Marketing: A Bicentennial Review", Consumer and Industrial Buying Behavior, eds., Arch Woodside, Jagdish Sheth and Peter D. Bennett, New York: Elsevier North Holland, 1997.

61) Wagner, A. Kamakura and Gary J. Russell, "Measuring Brand Value with Scanner Data, "International of Research in Marketing", March, 1993. pp.9-22.

62) Park, Chan Su, "Estimation and Prediction of Brand Equities Through Survey Measurement of Consumer Preference Structures," Unpublished Doctoral Dissertation, Stanford University, 1992.

63) Brand Analysis Database System : BRANDY 란 에이커의 지도를 받으며 (주)사회조사연구소가 개발한 브랜드 자산의 측정모델의 총칭이다. 브랜드의 힘을 시계열로, 상품 카테고리를 횡단해 분석 가능한 브랜드 진단 시스템이다.

64) 아오키 유키히로 외., op. cit.

65) 일본경제신문사와 닛케이 산업소비연구소에서 1994년 11월에 「브랜드 파워 연구」라는 보고서를 작성했다.

66) Ibid.,

67) Ibid., pp.365-370.

68) 아오카 유키히로 외., op. cit. pp.445-446.

69) D. A. Aaker, Building Strong Brand, The Free Press, 1996, pp.304-338.

70) Ibid.

71) Ibid.

72) Ibid.

73) 김주호, 전게서.

74) 1988년 영국의 랭커스 호비스 맥두걸(Macdugall, RHM)사는 대차대조표상에 자사의 모든 브랜드를 6억 7,800만 파운드로 계상하였다. 이는 매수한 브랜드뿐만 아니라 자신들이 개발한 브랜드의 가치를 함께 계상한 것이다. 이렇게 함으로써 투자가에게 자사의 기업가치를 알리게 돼 투자관련 활동에 브랜드 에퀴티 정보를 도입했다는 점을 주목해야 할 것이다.

75) 아오키 유키히로 외., op. cit., p.351.

76) C. J. Simon and Mary W. Sullivan, "The Management and Determinants of Brand Equity : A Financial Approach," Marketing Science, Vol. 12, Winter, 1993, pp.28-52.

77) Ryan Michael J. and E. H. Bonfield, "The Fishbein Extended Model and Consumer Behavior," Journal of Consumer Research, Vol. 2, September, 1975, pp.118-136.

78) J. D. Lindquist, "Meaning of image," Journal of retailing, Winter, 1974, pp.29-38; Zimmer, Mary R. and L. Golden, "Impressions of Retail Stores : A Content Analysis of Consumer Images," Journal of Retailing, Fall, 1988, pp.265-289 ; Keaveney S. M and Hunt, Kenneth A., "Conceptualization and Operation of Retail Store Image, A Case of Rival Middle-Level Theories," Journal of the Academy of Marketing Science, Vol. 20, No. 2, 1992, pp. 165-175.

79) Park, Chan Su, "Estimation and Prediction of Brand Equities Through Survey Measurement of Consumer Preference Structures," Unpublished Doctoral Dissertation, , Stanford University, 1992.

80) Park, Chan Su and V. Srinivasan, "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, May, 1994, pp.271-288.

81) Park, Chan 녀 and V. Srinivasan, op. cit.

82) C. J. Cobb-Welgren, Rude, C. A. and Donthu, Naveen, "Brand Preference, and Purchase Intent," Journal of Marketing, Vol. 24, No. 3, 1997, pp.25-40.

83) A. Kirmani, and V. Zeithaml, Advertising, Perceived Quality and Brand Image, in Aaker, D. A. and Biel, A. L. Brand Equity & Advertising : "Advertising's Role in Building Strong Brand, Lawrence Erlbaum Associates," New Jersey, 1993, p.145.

84) D. A. Aaker, and Biel, A. L. op. cit.

85) V. A. Zeithaml, "Consumer Perception of Price, Quality and Value : A Means-End Model and Synthesis of Evidence," Journal of Marketing, July, 1988, pp.2-22.

86) H. S. Kirshnan, and D. Chakravarti, "Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationship," in Aaker, D. A. and Biel, A. L. Brand Equity & Advertising : Advertising's Role in Building Strong Brand, Lawrence Erlbaum Associates, New Jersey, 1993, pp.213-231.

87) Wagner, A. Kamakura and Gary J. Russell, "Measuring Brand Value with Scanner Data, "International Journal of Research in Marketing", March, 1993. pp.9-22.

88) Park, Chansu, op. cit.

89) P. H. Farquhar, "Managing Brand Equity." Marketing Research, Sep, 1989, pp. 24-34.

90) K. L. Keller, "Conceptualizing Measuring and Managing Customer-Based Brand Equity," Journal of Marketing, Vol. 57, January, 1993, pp.1-22.

91) K. I. Keller, ibid.

92) Martin Fishbein, and I. Ajzen, "Belief Attitude Intention and Behavior," An Introduction Theory and Research, Reading, Mass, Addison-Wesley, 1975.

93) 아오키 유키히로 외. op. cit. pp. 271-295.

94) Ibid.

95) D. A. Aaker, op. cit.

96) 김주호, 「소비자관점의 브랜드 파워」, Marketing Communication Review, Summer, 금강기획. 1997.

97) 아오키 유키히로., op.cit., pp.365-368.

98) 이동성, 「정보사회와 광고」, 이진출판사, 1999. P.33

99) Ralph S. Alexander and the committee on Definition, Marketing Definition, American Marketing Association, Chicago, 1963.

100) 최승이·한광종, op. cit., p.64

101) 이항구, 「현대관광론」, 명보출판사, 1989, p.200

102) 小林太三郞, 現代の 廣告, 城文堂新光社, 1981

103) Dorothy Cohen, 「Advertising」, John Wiley & Sons Inc., NY. 1972, p.30.

104) 손대현, "효과측정 및 분석-마케팅커뮤니케이션 믹스와 관광광고 유효성 측정-," 한국방송광고공사, 「광고정보」, 1985. 9월호, p.33.

105) Arch G. Woodside and Ilkka A. RonKainen, "Travel Advertising: Newspapers vs Magazines," Journal of Advertising Research, Vol 22., No.3 1982. June/July, pp.39-44.

106) Robert R. Johnson and Donald J. Messmer, "The Effect of Advertising on Hierarchical Stages in Vacation Destination Choice," Journal of Advertising Research, December., 1991. pp.18-24.

107) Gartner, W.C., "Image Formation Process", Journal of Travel &Tourism Marketing, Vol.,2., 1993, p.210.

108) 이동렬, "관광객의 외부정보탐색에 관한 연구-해외 여행상품 구매행동을 중심으로-, 경기대학교 석사학위논문, 1996.

109) 안지영, "관광객의 구전 커뮤니케이션에 관한 연구", 세종대학교 석사학위논문, 1996.

110) 손수경, "관광목적지 선택에 있어서 관여특성에 따른 세분시장에 관한 연구", 세종대학교 석사학위논문, 1996.

111) 하헌국, "관광지 TV광고시 경관선호도의 이용에 관한 연구-국제광고 측면을 중심으로-", 「광고연구」, 1992, 가을호, pp.121-143.

112) 이화인, "한국관광의 해외 광고·홍보가 외래방문객의 관광동기 및 행태에 미치는 영향", 「광고연구」, 1996, 겨울호, pp.72-91.

113) 외재적 단서는 이미지 변수(Image variable)라고도 불린다.

114) Newman, J and R. Stalin(1972), "Prepurchase Information Seeking for New Cars and Major Household Appliance," Journal of Marketing Research, 9(August), pp.249-257.

115) Nelson(1970)은 제품의 속성을 크게 탐색속성, 경험속성, 신뢰속성의 세 가지로 나누고 있다. 탐색속성(search attributes)은 제품구매 이전에 질문이나 원하는 정보를 찾아봄으로써 평가되는 속성이다. 색, 가격, 냄새 등과 같이 구매 전에 평가할 수 있고 실체적 단서들과 밀접히 관련된다. 경험속성(experience attributes)은 구매이후에만 평가 가능한 속성이다. 즉 음식 맛이나 사진인화 서비스와 같은 경우를 들 수 있다. 신뢰속성(credence attributes)은 제품구매후 일정한 시간 내에는 알 수 없으며, 시간이 지남에 따라 경험하게 되는 속성이다. 즉 건강진단이나 기술적 서비스와 같이 전문적인 서비스에 있어 보편적으로 나타난다. 이러한 속성 중 어떤 속성을 많이 가지고 있느냐에 따라 탐색재, 경험재, 신뢰재로 구분할 수 있다.

116) 홍남기, "방한 국제관광객의 관광이미지와 만족에 관한 연구", 한양대학교 석사학위논문, 1997.

117) 데이비드 오길비 지음, 박세종, 김명하 옮김, 「오길비의 광고」, 평음사, 1983, pp.127-136.

118) 이주택, "일본 관광시장에서의 관광 광고 전략 연구", 고려대학교 석사학위논문, 1994.

119) 최덕철, 「서비스마케팅」, 학문사, 1995, p.337.

120) K. E. Clow and D. W. Vorhies, op. cit, 1993, pp.22-32.

121) J. H. Antil, "Conceptualization and Operation of Involvement," Advances in Consumer Research, Vol. 11, 1984, p.203.

122) J. L. Zaichkowsky, "Measuring the Involvement Construct,"Journal of Consumer Research, Vol. 12, 1985, pp.341-352.

123) J. A. Miller, "Studying Satisfaction Modifying Models, Eliciting Expectations, Posing Problems, and Making Meaningful Measurements," in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, ed., H. Keith Hunt, Marketing Science Institute, Cambridge, Mass, 1977, pp.72-92.

124) M. J. Bitner, B. H. Booms and M. S. Tetreqult, op. cit, pp.71-84.

125) C. E. Rusbult, "A Longitudinal Test of the Investment Model : The Development(and Deterioration) of Satisfaction and Commitment in Heterosexual Involvements," Journal of Personality and Social Psychology, 45(July), 1983, pp.101-147.

126) H. C. Kelman, "Three Processes of Social Influences," Public Opinion Quarterly, 25, 1961, p.65.

127) G. A. Churchill, "A paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research, Vol, 16. February, 1979, pp.64-73.

128) 요인적재치는 절대값이 0.30보다 클 때 약간 유의적, 0.40보다 클 때 유의적, 0.50보다 클 때 매우 유의적이라고 간주되고 있다. 따라서 본 연구에서는 요인적재량을 0.40이상을 기준으로 삼아 이루어졌다.