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The Effects of Consumer's Corporate Association on Self-image Congruence, and Satisfaction in Food Company: Moderating Role of Consumer's Trust  

Jung, Hyo Sun (Dept. of Culinary and Service Management, Kyung Hee University)
Hwang, Yu Hyun (Dept. of Culinary and Service Management, Kyung Hee University)
Yoon, Hye Hyun (Dept. of Culinary and Service Management, Kyung Hee University)
Publication Information
Culinary science and hospitality research / v.21, no.5, 2015 , pp. 1-13 More about this Journal
Abstract
The purpose of this study is to investigate the moderating effects of consumer's trust on the relationships among consumer's corporate association, self image congruence and satisfaction in the food companies. The survey was administerd to 215 consumers living for Seoul in Korea. The results indicated that the proposed model fit to the data well(${\chi}^2$(df=113)=221.565, GFI=.889, CFI=.960, RMSEA=067). The finding showed that consumer's corporate ability(${\beta}=.323$) and corporate social responsibility(${\beta}=.454$) among corporate association have a significantly positive effect on their self image congruence and self image congruence significantly positive effect on consumer satisfaction(${\beta}=.339$). In addition, consumer's corporate ability was significantly positive effect on their satisfaction(${\beta}=.373$). Also, this study found moderating effects of consumer's trust on the relationship between corporate association and consumer satisfaction, the results indicated that significant relationships varied to consumer's trust level. Limitations and future research directions are also discussed.
Keywords
corporate association; self image congruence; satisfaction; consumer; food company;
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Times Cited By KSCI : 1  (Citation Analysis)
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