Ƹ ȭǰ ô뿡 귣 Ƴ ΰ Ƹ 䰡 , ð ø Դ´. Ʈ 귣忡 ϴ ǰ, Ƿ, , Ȱǰ, Ƽǰ, ݷǰ ¶ ÷ ؼ Ǹϴ PB(Private Brand) ǰ Ѵ. Һ 忡 ǰ Ѱ ְ, 忡 ʿ ۱ ִ ¶ ÷ PB ̿ . Դٰ ݵ ϰ ǰ ϴ. ̻ ü 翡 ϴ ǰ ؾ ϴ ̴. ڴ 귣 ô 귣 ¶ ÷, P-÷ ô밡 ϸ ¶ ÷ PB ¼ Ƴ 귣 Ѵ. ̸ P-÷ ô뿡 귣尡 ˾ƾ ټ ҰѴ. ÷ ü Ǹڱ ϴ ô뿡 ڻ 귣带 ߰ ϰ ο ȸ ʹٸ ݵ о å̴. Ƹ̳ , ø, Ż ¶ ÷ PB پٴ ̵ ̻ ÷ ӹ ʰڴٴ ǹѴ. ¶ ÷ ǰ ϴ ü ̺긮 ÷, P-÷(Producing-Platform) ȭϰ ִ ̴. - ߿
: 躴 : 躴 б ɸ л, 濵 / Ǻ̴Ͼƴб ư濵 ڻ () USCȰ濵 / () б 濵 15 ѱ ̱ Һ ǻ ؼ ؿԴ. о ְ Journal of Marketing, Journal of Marketing Research, Һ ൿ о ְ Journal of Consumer Research, ɸ о ְ Journal of Experimental Psycho logy: General ټ Ǿ. ѱμ ʷ ̱ ȸ οϴ ֿ Paul E. Green Award Ͽ, ѱ ʷ ̱ ȸ 5Ⱓ ̷, , ǹ ϰ ϴ William F. ODell Award Ͽ. ۿ Journal of Consumer Research ڻ ֿ ϴ Robert Ferber Award ѱ ̱ ϴ.