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http://dx.doi.org/10.17703/JCCT.2020.6.1.389

A Study on the effects of local food brand image congruence for the intention of purchase  

Lee, EunYoung (Dept. of Industrial Management, Korea University of Technology and Education)
Publication Information
The Journal of the Convergence on Culture Technology / v.6, no.1, 2020 , pp. 389-393 More about this Journal
Abstract
There is a growing interest and importance in local-based products, especially agri-food globally, but systematic research on this issues is still insufficient. Recently, consumer interest in agri-foods is local based product and local brand. The research began on the relationship between local food and local food brands. This study examined the effect of local food products and brand image congruence on brand preference and purchase intention of local food. The results showed that the stronger the image congruence between local food products and brands, the more positively the brand preference. In addition, the stronger the brand preference, the higher the customer's intention to repurchase.
Keywords
agri-food; local food; local brand; image congruence; brand preference;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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