한국조리학회지 (Culinary science and hospitality research)

  • 제23권3호
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  • Pages.77-88
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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)
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기업 이미지가 HMR 브랜드 이미지와 HMR 제품태도 및 HMR 행동의도에 미치는 영향

Effects of Corporate Image on HMR Brand Image, HMR Product Attitude and HMR Behavioral Intention

  • 한지수 (혜전대학교 호텔조리외식계열) ;
  • 이형주 (경기대학교 경영학부)
  • Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University) ;
  • Lee, Hyoung-Ju (Dept. of Business Administration, Kyonggi University)
  • 투고 : 2017.02.27
  • 심사 : 2017.04.01
  • 발행 : 2017.04.30
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초록

The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 350 responses were collected, 342 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, corporate image and HMR brand image had an effect on product attitude of HMR. Second, corporate image of HMR significantly impacted brand image of HMR. Third, brand image of HMR mediated the relationship between corporate image and behavioral intention. Fourth, product attitude of HMR had an effect on behavioral intention of HMR. These findings provide practical implication and marketing strategies for researchers and marketers regarding corporate image and brand image in the HMR context.

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피인용 문헌

  1. RMR(레스토랑간편식) 상품의 선택속성이 브랜드이미지, 만족도에 미치는 영향 vol.20, pp.12, 2017, https://doi.org/10.5392/jkca.2020.20.12.471