| 해운대 브랜드 개성 측정 척도와 이미지 |
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한경, 양위주 |
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| Brand Personality Scales and Images of Haeundae |
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Kyung Han, Wii-Joo Yhang |
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| Abstract |
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Based on the previous studies that argued Brand Personality Scale(BPS) developed by J.Aaker(1997), the results are not shown very suitable for all cases. Authors found out more suitable Brand personality Scale for Marine Tourism Destination. This study then is to verify a newly developed Marine Tourism Destination BPS, to apply the multiple regression to BPS and images for Haeundae, and then to confirm the relationship between a newly developed BPS and Images proven in the previous study. |
| Key Words:
Brand personality;Images;Marine Tourism Destination;Haeundae |
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