CAJ | 학술논문

本文从当前的＂品牌热＂现象引出对品牌意义的思考,从品牌利益相关主体——消费者和企业的不同视角,综合归纳分析了品牌的意义,以期系统化人们对品牌意义的理解,并为消费者和企业在理解对方品牌相关行为的基础上正确做出决策提供参考。
본문종당전적＂품패열＂현상인출대품패의의적사고,종품패이익상관주체——소비자화기업적불동시각,종합귀납분석료품패적의의,이기계통화인문대품패의의적리해,병위소비자화기업재리해대방품패상관행위적기출상정학주출결책제공삼고。
The paper started with the current phenomenon that the brands were concerned intensely,analyzed the integrated significance of brands in a dual perspective of both consumers and corporations. The author hopes to systematize the understanding of the significance of brands and gives the reference to consumers and corporations to make brand-related decisions.