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The Effects of Customer-Based Brand Equity(CBBE) for Stock Farm Products Brand on Brand Trust, Customer Satisfaction and Repurchase Intentions - Focus on Hoengsung Hanwoo Brand -  

Kwon, Young-Guk (Dept. of Culinary and Food Service Management, Kyung Hee University)
Kim, Young-Joong (Dept. of Hotel and Tourism Management, Dongguk University)
Publication Information
Culinary science and hospitality research / v.22, no.3, 2016 , pp. 224-239 More about this Journal
Abstract
The purpose of this study is to understand the influence of customer-based brand equity(CBBE) on brand trust, customer satisfaction, and repurchase intention in the stock farm products brand, Hoengsung hanwoo. Based on a total of 301 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the AMOS program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit of the data, ${\chi}^2=635.175$(p<0.001), df=233, CMIN/DF=2.726, GFI=0.863, NFI=0.859, CFI=0.903, TLI=0.885, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that the sublevels of CBBE of stock farm product brand such as perceived product quality(${\beta}=.562$) and brand image(${\beta}=.377$) had a positive significant influence on brand trust. In addition, brand trust had a positive significant influence on customer satisfaction(${\beta}=.525$) and repurchase intention(${\beta}=.669$). This study confirms that a firm brand management works as a significant factor in forming brand trust, and, as a result, has a positive impact on its consumer's satisfaction and repurchase intention. Through the studys' results, it is study proposed that there is a needs for establishing effective marketing strategies to improve of regional economies.
Keywords
stock farm product; customer-based brand equity; brand trust; customer satisfaction; repurchase intention;
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Times Cited By KSCI : 3  (Citation Analysis)
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