Browse > Article
http://dx.doi.org/10.14400/JDC.2019.17.11.105

An Empirical Study on the Marketing Strategy for the Activation of management of the start-up Small Business  

Jung, Doo-Sig (Dept. of Advanced industry Fusion, Changwon National University)
Publication Information
Journal of Digital Convergence / v.17, no.11, 2019 , pp. 105-115 More about this Journal
Abstract
This study was intended to analyze the effect of emotional marketing on brand awareness and purchase intention in the coffee shop and investigates how SNS usage play moderating effect roles between motional marketing and purchase intention. The results of analysis are summarized as follows. First, emotional marketing has a positive effect on purchase intention(especially, taste factor and visual facto). Second, in the analysis of the effect of emotional marketing on brand awareness, the significant influence factors were the taste factor, tactile factor, visual factor and auditory factor. Third, as a result of analyzing the effect of brand awareness on purchase intention, it was found that brand awareness had a significant positive(+) effect on purchase intention. Fourth, it was analyzed that the moderating effect of SNS usage between emotional marketing and purchasing intention is to be positive(+) influence in the all detail factors. Therefore, In the start-up stages, it may be helpful to actively use emotional marketing and SNS usage for business activation.
Keywords
Emotional Marketing; Brand Awareness; Purchase Intention; SNS Usage; Moderate Effect;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Scott Robinette and Claire Brand ; with Vicki Lenz.(2001), Emotion marketing : the Hallmark way of winning customers for life.
2 R. J. Donovan & J. R. Rossiter, (1982). Store atmosphere : An environmental psychology approach and utilitaian sources of consumer attitudes. Journal of retailing, 58(1), 34-57.
3 D. J. Mitchell, B. E. Kahn & S. C. Knasko. (1995). There’s something in the air: effects of congruent or incongruent ambient odor on consumer decision making. Journal of Consumer Research, 22(2), 229-238.   DOI
4 M.. Morrin & S. Ratneshwar, (2000). The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands. Journal of Business Research, 49(2), 157-165.   DOI
5 Y. S. Kim. (2014). Department of Foodservice & Culinary management Graduate School of Kyonggi University. Effect of Emotional Marketing in Coffee Shop on Brand Awareness and Purchase Intention.
6 J. Peck & S. B. Shu. (2009). The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 36(3), 434-447.   DOI
7 S. Lessard-Bonaventure & J. C. Chebat. (2015). Psychological Ownership, Touch, and Willingness to Pay for an Extended Warranty. Journal of Marketing Theory and Practice, 23(2), 224-234.
8 Keller, Kevin. (1998). Strategic, Management Building, Measuring and Managing Brand Equity. New Jersey Prentice Hall, 94.
9 K. L. Keller, (1993). Conceptualizing Measureing and Managing Customer- based Brand Equity. Journal of Marketing, 57(1), 1-22.   DOI
10 D. A. Aaker. (2010). Building Strong Brands, London : Pocket.
11 K. L. Keller. (2008). Strategic brand management : building, measuring, and managing brand equity, Pearson/Prentice, c.
12 Aaker, David A., (1996). Measuring brand equity across products and markets, California Management Review.
13 J, S, Lee. (2017). The effects of brand identity of starbucks coffee speciality store on brand trust of customers, brand attachment, revisit intention, and word of mouth intention. Journal of Digital Convergence, 15(12), 159-167.   DOI
14 A. Chaudhuri & M. B. Holbrook, (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.   DOI
15 Oliver Richard L. (1980), A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, 17, 460-469.   DOI
16 S. A. Taylor & T. L. Baker. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers purchase intentions. Journal of retailing, 70(2), 163-178.   DOI
17 S. S. Kim & Tony D. Ahn. (2016). The Moderating Effect of Characteristics of Message and SNS on the Relationship between the Direction of WOM and Consumer Attitude. Journal of Digital Convergence, 14(6), 177-186.   DOI
18 K. J. Park, S. J. Park & H. Y. Jang. (2014). Study on the use of SNS(social network service) for tasks: focus on the task-media fit. Journal of Digital Convergence, 12(2), 577-586.   DOI
19 S. Robinette, C. Brand & V. Lenz. (2003). Emotion marketing : the Hallmark way of winning customers for life, Kim and Kim Book.
20 R. L. Oliver. (1999). Whence consumer loyalty? Journal of Marketing Research, 63(5), 33-44.
21 D. A. Aaker. (1996), Building Strong Brands, Free press, 10.
22 K. L. Kelle. (1993). Conceptualizing measuring and managing customer based brand equity. Journal of Marketing. 157, 3.
23 R. Grewal, T. W. Cline & A. Davies. (2003). Early-Entrant Advantage, World of Mouth Communication, Brand Similarity, and the Consumer Decision-Marketing Process, Journal of consumer psychology.
24 T. Henning-Thurau, K. P. Gwinner, G. Walsh & D. D. Gremler. (2004). Electronic word of Mouth via consumer opinion platforms : What motivates comsumers to articulate themselves on the Internet?, Journal of Interactive Marketing.
25 R. Tsiotsou, (2006). The role of perceived product quality and overrall satis faction on purchase intentions. Inernational Journal of Cosumer Studies, 30(2), 207-217.