ภาพลักษณ์ความเป็นของแท้ในการให้สัมปทานการผลิตสินค้ามีตรายี่ห้อและการใช้จินตนาการในการตัดสินความเป็นของแท้
คำสำคัญ:
Brand Licensing, Mental Visual Imagery, Authenticity Judgmentบทคัดย่อ
แบรนด์ได้รับอนุญาตหมายถึง แบรนต์ใดๆ ก็ตามที่เจ้าของแบรนด์อนุญาต ให้ผู้อื่นทำการผลิตและทำการตลาดแทน งานวิจัยนี้มีจุดมุ่งหมายเพื่อศึกษาความสัมพันธ์ระหว่างการประเมินความแท้จริงของใบอนุญาตของบุคคลใดบุคคลหนึ่งกับ ทัศนคติต่อแบรนด์ของบุคคลนั้นๆ โดยมองว่าเป็นของแท้จากหลายมิติมุมมอง นอกจากนี้การมองว่าแบรนด์และแนวทางในการประเมินแบรนด์และวิธีการสื่อสารความจริงของแบรนด์ ระหว่างนักการตลาดกับผู้บริโภคมากกว่าแบรนด์อะไรแท้จริง หรือไม่แท้จริง บทความนี้แนะนำการใช้ภาพลักษณ์ทางสมอง โดยการศึกษาเชิง คุณภาพและการศึกษาภาคสนาม 2 ครั้ง งานวิจัยนี้ศึกษาการใช้ภาพลักษณ์ทางสมองหลายแบบ คุณลักษณะและการประเมินความแท้จริง การก่อตัวของทัศนคติของผู้บริโภคที่เกี่ยวแบรนด์ได้รับอนุญาต
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