한국조리학회지 (Culinary science and hospitality research)

  • 제23권2호
  • /
  • Pages.135-145
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  • 2017
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  • 2466-0752(pISSN)
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  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지
DOI QR코드

DOI QR Code

HMR 브랜드 이미지가 구매의도 및 브랜드 충성도에 미치는 영향: 브랜드 신뢰의 매개역할을 중심으로

Effects of Brand Image on Purchase Intention and Brand Loyalty: Focused on Mediating Role of the Brand Trust

  • 한지수 (혜전대학교 호텔조리외식계열)
  • Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
  • 투고 : 2017.01.31
  • 심사 : 2017.02.21
  • 발행 : 2017.02.28
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초록

The purposes of this study were to verify the effects of HMR (Home Meal Replacement) brand image on purchase intention and brand loyalty. In addition, the mediating role of brand trust was also examined between purchase intention and brand loyalty. This survey was conducted with those who have bought HMR in Seoul and Kyonggi area, Korea, using a convenience sampling method. After a total of 300 responses were collected, 275 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that emotional image had an effect on purchase of HMR but that social image did not have an effect on purchase of HMR. Second, purchase intention of HMR significantly impacted brand loyalty. Third, brand trust of HMR was found to mediate the relationship between purchase intention and brand loyalty of HMR. These findings provide practical implication for researchers and marketer regarding relationship marketing strategy in the HMR context.

키워드

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