Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Impact of Brand Prestige on Patrons' Perception of Well-Being, Favorable Inequity, Affective Commitment, and Dedicational Behaviors in Luxury Restaurants: The Moderating Role of Brand Consciousness

럭셔리 레스토랑의 브랜드 명품화가 고객의 웰빙 지각도, 호의적 평가, 정서적 몰입 및 헌신적인 행위에 미치는 영향에 관한 연구: 브랜드 의식도의 조절 효과

  • Hyun, Sung-Hyup (Dept. of Tourism and Convention, Pusan National University) ;
  • Hwang, Jin-Soo (Dept. of Hospitality Management and Dietetics, Kansas State University) ;
  • Lee, Sang-Ho (Dept. of Tourism and Convention, Pusan National University)
  • 현성협 (부산대학교 관광컨벤션학과) ;
  • 황진수 (미국 켄사스 주립대 호텔외식경영학과) ;
  • 이상호 (부산대학교 관광컨벤션학과)
  • Received : 2011.05.13
  • Accepted : 2011.06.22
  • Published : 2011.06.30
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Abstract

The purpose of this research was to investigate the impact of brand prestige on luxury marketing variables (patrons' perception of well-being, favorable inequity, affective commitment, and dedicational behaviors) in the luxury restaurant industry. Based on a thorough literature review, the clear definitions of each construct were established and theoretical causal relationships between the seven constructs were proposed (brand prestige, perception of well-being, favorable inequity, affective commitment, enhancement, advocacy, and brand consciousness). During this process, the moderating role of brand consciousness was also suggested. Integrating the proposed theoretical hypotheses, a structural model was created. This model was tested using the data collected from 527 luxury restaurant patrons in the United States. Data analysis revealed that brand prestige is a key determinant of favorable inequity and patrons' perception of well-being, thereby inducing two types of dedicational behaviors (enhancement and advocacy). More importantly, during this process, brand consciousness played a moderating role in the relationship between brand prestige and patrons' perception of well-being. Based on the data analysis results, the theoretical/practical implications were discussed.

이 연구의 목적은 럭셔리 레스토랑의 브랜드 명품화가 고객의 웰빙 지각도, 호의적 평가, 감정적인 충성도, 그리고 헌신적인 행위에 미치는 영향을 고찰하는 것이다. 문헌 분석을 통하여, 제시된 마케팅 개념들간의 이론적 인과관계가 도출되었으며, 이를 바탕으로 11 개의 가설들이 도출되었다. 또한 이 과정에서, 고객들의 브랜드 의식도가 조절 변수로 작용할 수 있다는 이론적 가설이 제시되었다. 도출된 이론적 가설들을 종합하여 구조 모델이 도출되었으며, 이 개념적 모텔은 527명의 미국 럭셔리 레스토랑 고객을 대상으로 하여 수거된 데이터로 검증되었다. 데이터 분석에는 AMOS 6.0 버전이 사용되었으며, 데이터 분석 결과, 럭셔리 레스토랑의 브랜드 명품화는 고객의 웰빙 지각도와 호의적 평가에 긍정적으로 작용하여, 결국 두가지 헌신적 행위(enhancement와 advocacy)를 유도한다는 것이 밝혀졌다. 또한 이 과정에서 고객들의 브랜드 의식도는 조절 효과로 작용한다는 것이 검증되었다. 데이터 분석 결과를 바탕으로 하여 이론적 실무적 시사점들이 논의되었다.

Keywords

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