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http://dx.doi.org/10.20878/cshr.2017.23.3.008

Effects of Corporate Image on HMR Brand Image, HMR Product Attitude and HMR Behavioral Intention  

Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
Lee, Hyoung-Ju (Dept. of Business Administration, Kyonggi University)
Publication Information
Culinary science and hospitality research / v.23, no.3, 2017 , pp. 77-88 More about this Journal
Abstract
The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 350 responses were collected, 342 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, corporate image and HMR brand image had an effect on product attitude of HMR. Second, corporate image of HMR significantly impacted brand image of HMR. Third, brand image of HMR mediated the relationship between corporate image and behavioral intention. Fourth, product attitude of HMR had an effect on behavioral intention of HMR. These findings provide practical implication and marketing strategies for researchers and marketers regarding corporate image and brand image in the HMR context.
Keywords
corporate image; HMR brand image; HMR product attitude; HMR behavioral intention;
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