5
5
E-mail: [email protected]
(Loken & John, 1993) (Loken & John, 1993) (Keller &
Sood, 2003) (1) (2) (3) 32
1.
[footnoteRef:1] (dilution) (Loken & John, 1993)1 (Loken
& John, 1993) (, , , , 1994) [1: (Tauber, 1981)]
(1) (2) [footnoteRef:2](3) 3[footnoteRef:3]11 [2: (2) 34] [3: ()
]
1
2345
1
(B (A) (B) AA (A) A)
2.
212
2-1.
[footnoteRef:4] (Kotler, 1980)Farquhar (1989) 2 (1994) 1 [4: (,
, , 1997)]
(Aaker & Keller, 1990) (Loken & John, 1993)
Farquhar (1989) [footnoteRef:5]Aaker and Keller (1990)
(complementary) [5: Aaker and Keller (1990) 3]
(1994)
2-2.
2 (Loken & John, 1993) (Loken & John, 1998) (Loken &
John, 1993)
Loken and John (1993) Loken and John (1998) Keller and Sood
(2003)
2
(AB)
) Loken and John (1993) Loken and John (1998)
3.
(1) (2) (3) 3 (3)
3
(A(A)(A)()A)
Aaker and Keller (1990) Loken and John (1993) 4
1
(1994) Aaker and Keller (1990) ()
(1 () () )
14
4
(10)
2
1 (1994)Aaker and Keller (1990) ()
(2 () ())
25
5
(20)
3 ()
(1994)Aaker and Keller (1990) () 12 (3 () () )
36
6
(30)
23
(Aaker & Keller, 1990; Loken & John, 1993)
(4)
47
7
(40)
(Aaker & Keller, 1990; Loken & John, 1993)
(5)
58
8
(50)
4.
4-1.
(1)
1IBM SPSS Statistics 19[footnoteRef:6]Aaker and Keller (1990)
(fit measure) [6: 13]
525[footnoteRef:7]25100% [7: 1]
[footnoteRef:8] (=5.66=1.80=3.87p
