项目来源

韩国国家研究基金(NRF)

项目主持人

최우영

项目受资助机构

동아대학교

立项年度

2022

立项时间

未公开

项目编号

2022S1A5B5A17043455

研究期限

未知 / 未知

项目级别

国家级

受资助金额

14000000.00韩元

学科

사회과학

学科代码

未公开

基金类别

학술·인문사회사업-SD-Research-학문후속세대양성

关键词

브랜드 경험 ; 브랜드 태도 ; 소비자 행복 ; 소비자 공감 ; 감각추구성향 ; Brand Experience ; Brand Attitude ; Consumer Happiness ; Consumer Empathy ; Sensation-Seeking Propensity

参与者

未公开

参与机构

未公开

项目标书摘要：Research Summary:New-tro,which is reinterpreted based on Retro,is the most popular aspect of retro lately.The difference between Netro and Retro belongs to Retro if it simply evokes memories,and Neutro if it creates a completely different image through re-interpretation.Looking at recent studies,there are studies that examine the changing aspects of retro,but studies on the Newtro brand are insufficient.Therefore,this study began to analyze the relationship between consumer happiness,consumer empathy,and brand attitude to examine why Newtro brands are preferred to the MZ generation.In addition,this relationship may appear differently depending on the tendency to pursue senses,which is an act of pursuing new stimuli.Therefore,this study examined how brand experience affects the relationship between consumer happiness and consumer empathy,and how it modulates according to sensory pursuit tendencies.This aims to differentiate it from previous studies by focusing on understanding the relationship between consumer happiness and consumer empathy caused by brand experience,suggesting that the impact on consumer happiness and empathy may vary depending on the individual's sensory pursuit tendency.In the end,it has implications as an expanded study in that it can be applied to various brand experiences in the future as a study through Newtro brand experience.

Application Abstract: Research Summary:New-tro,which is reinterpreted based on Retro,is the most popular aspect of retro lately.The difference between Netro and Retro belongs to Retro if it simply evokes memories,and Neutro if it creates a completely different image through re-interpretation.Looking at recent studies,there are studies that examine the changing aspects of retro,but studies on the Newtro brand are insufficient.Therefore,this study began to analyze the relationship between consumer happiness,consumer empathy,and brand attitude to examine why Newtro brands are preferred to the MZ generation.In addition,this relationship may appear differently depending on the tendency to pursue senses,which is an act of pursuing new stimuli.Therefore,this study examined how brand experience affects the relationship between consumer happiness and consumer empathy,and how it modulates according to sensory pursuit tendencies.This aims to differentiate it from previous studies by focusing on understanding the relationship between consumer happiness and consumer empathy caused by brand experience,suggesting that the impact on consumer happiness and empathy may vary depending on the individual's sensory pursuit tendency.In the end,it has implications as an expanded study in that it can be applied to various brand experiences in the future as a study through Newtro brand experience.