브랜드와 CEO 카리스마 인식과 소비자 감정 경험이 브랜드 확장에 미치는 영향: 애플사의 아이폰과 아이패드 사례를 중심으로

초록

In this research the influences of the brand attribute perception and consumers’ emotional experience on purchase intension were explored. More specifically, the research model hypothesizes that brand and CEO charisma influence brand-self congruence which leads to brand attachment and purchase intention of brand products(iPhone) and brand-extended products(iPad). A survey was conducted against 287 college students and the data were analyzed with structural equation modeling. The results indicate that, except for the relation between brand charisma and purchase intension of brand products, all research hypotheses were supported.

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