Scale Development for Measuring the Brand Images of Contract Foodservice Management Companies

위탁급식 전문업체 브랜드이미지 척도 개발

  • Ryu, Hye-Sook (Dept. of Food and Nutrition, Sangji University) ;
  • Kim, Ok-Sun (Dept. of Food and Nutrition, Sookmyung Women's University)
  • 류혜숙 (상지대학교 보건과학대학 식품영양학과) ;
  • 김옥선 (숙명여자대학교 생활과학대학 식품영양학)
  • Published : 2008.05.02

Abstract

The aim of this study was to measure the brand images of contract foodservice management companies by identifying brand image attributes and then developing a measurement scale to measure the weight of these attributes. The measurement scale was developed by following a 5-stage process that included face-to-face interviews with experts, literature review, questionnaire surveys, verification of scale validity, exploratory factor analysis, and confirmatory factor analysis. A total of 137 items measuring brand image were collected: 37 items from studies of brand image and corporate image, 55 items from studies of contract foodservice management companies and 45 items from the internet and websites of contract foodservice management companies. A survey was then conducted to assess the validity and reliability of the questionnaire items. Ultimately, the 137 items were reduced to 40 items. The calculated Cronbach's alpha for the 40 brand image items was 0.934, demonstrating good internal consistency. Based on exploratory factor analysis (EFA), employee attitude, menu content, corporate image, dining location and ambience, along with 33 subattributes, were identified as brand image attributes. Employee attitude was the most significant attribute influencing brand image. After confirmatory factor analysis (CFA) and a review process, four brand image attributes and 33 subattributes were finalized and incorporated into the scale.

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