Browse > Article
http://dx.doi.org/10.20878/cshr.2017.23.2.014

Effects of Brand Image on Purchase Intention and Brand Loyalty: Focused on Mediating Role of the Brand Trust  

Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
Publication Information
Culinary science and hospitality research / v.23, no.2, 2017 , pp. 135-145 More about this Journal
Abstract
The purposes of this study were to verify the effects of HMR (Home Meal Replacement) brand image on purchase intention and brand loyalty. In addition, the mediating role of brand trust was also examined between purchase intention and brand loyalty. This survey was conducted with those who have bought HMR in Seoul and Kyonggi area, Korea, using a convenience sampling method. After a total of 300 responses were collected, 275 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that emotional image had an effect on purchase of HMR but that social image did not have an effect on purchase of HMR. Second, purchase intention of HMR significantly impacted brand loyalty. Third, brand trust of HMR was found to mediate the relationship between purchase intention and brand loyalty of HMR. These findings provide practical implication for researchers and marketer regarding relationship marketing strategy in the HMR context.
Keywords
HMR; brand image (emotional image, social image); purchase intention; brand trust; brand loyalty;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Han, J. S., & Lee, H. J. (2016). The influence of food product purchase intention and SNS-WOM on social capital: Based on mediating role of trust. Culinary Science & Hospitality Research, 22(3), 254-268.   DOI
2 Hong, J. Y. (2002). 한국HMR사업 오늘과 내일. 한수협 출판부.
3 Jo, H. B. (2014). Study on HMR(Home Meal Replacement) market segmentation of housewives and determinants of buying behavior. (Master's thesis). Seoul National University.
4 Jiang, M. K. (2013). Effect of symbol type logo's characteristic on brand image. (Master's thesis). Kyunghee University.
5 Jeong, Y. G., & Lee, I. S. (2015). Importance-performance and willingness to purchase analyses of Home Meal Replacement using eco-friendly food ingredients in undergraduates according to gender. Journal of the Korean Society of Food Science and Nutrition, 44(12), 1873-1880.   DOI
6 Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.   DOI
7 Jung, H. S. (2011). A study on the purchase behavior of HMR according to the dietary life-styles. (Master's thesis). Chungaug University.
8 Jung, H. S., & Yoon, H. H. (2014). The role of corporate associations in customers trust loyalty, revisit, and switching intention to a foodservice company: Focused on corporate ability and corporate social responsibility associations. Culinary Science & Hospitality Research, 20(1), 38-55.   DOI
9 Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11(3), 25-31.
10 Jeong, Y. G., & Lee, I. S. (2015). Importance-performance and willingness to purchase analyses of Home Meal Replacement using eco-friendly food ingredients in undergraduates according to gender. The Korean Society of Food Science and Nutrition, 44(12), 1873-1880.   DOI
11 Kang, H. Y. (2014). A study on university students' behavioral patterns of HMR by lifestyle. (Master's thesis). Suwon University.
12 Kang, H. Y., & Jo, M. N. (2015). Key buying factor and improvement point according to HMR use characteristic by college students. Journal of Tourism and Leisure Research, 27(8), 335-356.
13 Kang, S. A. (2010). The effects of airline brand equity and brand preference on purchase intention: Centering on the moderating effects of switching costs. (Master's thesis). Kyonggi University.
14 Kim, C. W., & Kim, S. S. (2016) A study on the restaurant brand image HMR(Home Meal Replacement) purchasing behavior and customer satisfaction: Focusing on seoul and Gyeonggido area. Journal of Foodservice Management Society of Korea, 12(1), 65-85.
15 Kim, S. H., & Ryu, K. S. (2014). The effects of consumption value to HMR brand on brand satisfaction, brand trust, and brand royalty. Journal of Foodservice Management Society of Korea, 17(2), 130-160.
16 Kim, N. D., Jeon, M. Y., Lee, H. Y., Lee, J. Y., Kim, S. Y., & Choi, J. H. (2016). Trend Korea 2017. Seoul, Korea: Miraebook Publishing Co.
17 Kim, M. K. (2013). A study on the marketing strategies for home meal replacement of hypermarkets. (Master's thesis). Kyonggi University.
18 Kim, Y. J,. & Jeon, Y. J. (2015). The influence of coffee shop employee non-verbal communication on the brand image and customer satisfaction. Culinary Science & Hospitality Research, 21(2), 11-26.   DOI
19 Keller, K. L. (1993). Strategic brand management: Building measuring and managing brand equity. NJ: Prentice Hall.
20 Kwak, K. H. (2016). Study on how convergence marketing in food service enterprises influences on brand image and purchasing intention. (Doctoral dissertation). Kyonggi University.
21 Kyung, K. H. (2012). The effect of food origin certification and brand equity on the consumer trust and behavioral intention: Using the moderating effect of cognitive and affective basis. (Master's thesis). Yonsei University.
22 Kim, S. U. (2016). The impact of corporate social responsibility on company-consumer identification, corporate image, trust, attitude and purchase intention. (Doctoral dissertation). Dongeui University.
23 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(January), 1-22.
24 Kotler, P. (1996). Marketing management: Analysis, planning and control(9th ed). Englewood Cliffs, NJ: Prentice Hall.
25 Lee, Y. G. (2015). The effect of country of origin image and brand image on satisfaction, brand trust and brand loyalty. (Master's thesis). Hanyang University.
26 Lee, J. H. (2007). Characteristics and effects of brand image association: Associative network memory perspective. (Doctoral dissertation). Hankuk University.
27 Lee, J. S. (2011). Influence of corporate association of sports goods companies on brand image, brand trust, attitude toward brand, and brand loyalty. (Master's thesis). Dankook University.
28 Lee, S. I. (2016). The study about selected properties HMR impact on customer satisfaction and purchasing behavior. (Master's thesis). Kyonggi University.
29 Lee, B. M. (2015). Purchasing behavior for home meal replacement product by housewives' lifestyle: Focused on instant foods. (Master's thesis). Kyonggi University.
30 Lee, H. Y., Chung, L. L., & Yang, I. S. (2005). Conceptualizing and prospecting for Home Meal Replacement(HMR) in Korea by delphi technique. The Korean Nutrition Society, 38(3), 251-258.
31 Oh, J. Y. (2013). A study on effects of restaurant brand image and awareness on HMR(Home Meal Replacement) product reliability and consumers buying intention. (Master's thesis). Kyonggi University.
32 Lee, H. S. (2009). The effect of foodservice corporation's below the line on brand awareness, brand image and the purchase intention. (Doctoral dissertation). Kyunghee University.
33 Morgan, R. M., & Hunt, S. D. (1994). The commitment: Trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.   DOI
34 National Statistical Office. (2016. 9. 7). Population and Housing Census.
35 Seo, W. H. (2006). A study on brand image affecting customer satisfaction and brand loyalty: With a focus on store image of pizza delivery restaurant. (Master's thesis). Kyunghee University.
36 Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. NY: McGraw Hill.
37 Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research. 24(February-March), 11-31.
38 Restaurant trend report of the 2016 (2016).
39 Song, K. S., & Park, K. Y. (2009). The effect of experience marketing in family restaurant on brand image, reliability and royalty: on consumers in their twenties to thirties. Korea Tourism Research Association, 23(3), 199-218.
40 Samsung Securities. (2015, April). Samsung daily. Retrieved from: http://hkconsensus.han kyung.com/apps.analysis/analysis. downpdf?report_idx=346588
41 Yang, H. C., Kim, J. B., & Kim, A. S. (2016). Different perception on product attributes of HMR: Focusing on college students and consumers. Journal of Distribution Science, 14(2), 47-56.
42 Drucker, P. F. (2002). Managing in the next society. New York, NY: St. Martin's Press.
43 Yoo, Y. H. (2012). The effect of perceived HMR attributes on customers' behavior intention and product attitude in TV home-shopping. (Master's thesis). Kyunghee University.
44 ChoSun Media. (2016. 9. 27.).
45 Baron, M. R., & Kenny, D. A. (1986). The moderator- meator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.   DOI
46 Cho, W. C. (2010). A study effects on the Origins-Image of livestock on product perception and purchase attitude. (Master's thesis). Kyonggi University.
47 Choi, H. M., & Lee, H. R. (2011). The effect of coffee shop customers' experiential value on brand attitude and brand loyalty: A focus on the moderating effect of brand nationality. The Tourism Sciences Society of Korea, 35(3), 243-266.
48 Chung, L. N. (2005). Analysis of consumer inclination to convenience towards home meal replacement in Korea. (Doctoral dissertation). Yonsei University.
49 Chaudhuri, A., & Holbrook, M. B. (2011). The chain of effects from brand and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.   DOI
50 Engel, J. F., & Blackwell, R. D. (1986). Consumer behavior. New York: Plenum Press.
51 Elena, D. B., & Jose, L. M. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.   DOI
52 Flangin, A. J., & Metzger, M. J. (2000). Perceptions of internet information credibility. Journalism & Mass Communication Quarterly, 77(3), 515-540.   DOI
53 Grary, M. M., & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of Marketing Research, 22, 93-96.   DOI
54 Ju, S. Y. (2012). Study on importance-performance analysis regarding selective attributes of Home Meal Replacement (HMR). Journal of the Korean Society of Food Science and Nutrition, 41(11), 1639-1644.   DOI
55 Aaker, D. A. (1996). Building strong brands. New York, NY: The Free Press.
56 Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347- 356.   DOI
57 Adnerson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.   DOI
58 Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From exctions to behavioral intentions. Journal of Marketing Research: Chicago, 30(1), 7-27.   DOI
59 Grewal, D., Krishnanm, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.   DOI