Browse > Article
http://dx.doi.org/10.21871/KJFM.2022.12.13.4.13

The Effect of Brand Hearsay of Franchised Bakery Stores on Brand Attitude and Brand Loyalty  

HAN, Sang Ho (Youngsan University, Department of Food Service Management)
Publication Information
The Korean Journal of Franchise Management / v.13, no.4, 2022 , pp. 13-22 More about this Journal
Abstract
Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).
Keywords
Franchise; Bakery Store; Brand hearsay; Brand attitude; Brand Loyalty;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Hwang, J. S., & Han, H. S. (2014). Examining strategies for maximizing and utilizing brand prestige in the luxury cruise industry. Tourism Management, 40, 244-259.   DOI
2 Fair Trade Commission (2020). Guidelines for indications and advertisements on recommendations and guarantees, (2020). Retried from https://www.ftc.go.kr/eng/contents.do?key=3057
3 Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service research, 3(2), 166-177.   DOI
4 Kim, Y. H., Kang, Y. H., & Boo, S. H. (2022). The impact of the consumer decision journey on the effectiveness of search advertising : Focusing on specificity of search keywords and message fit. The Korean Journal of Advertising, 33(4), 31-46.
5 Lee, S. H., Lee, Y.-k., & Lee, J.-G. (2019). Effects of service value on attitude, and loyalty in food-service franchise. Korean Journal of Franchise Management, 10(3), 13-23.   DOI
6 Mo, J. H. (2019). The effects of the brand evidence of franchise bakery on brand salience, attitude, and loyalty. Journal of Foodservice Management, 22, 221-242.
7 Jun, S. Y., & Kim, K. H. (2012). The influence of two-sided wom on consumers' brand attitudes in an online context. Korean Journal of Marketing, 27(1), 45-66.
8 Lee, Y.-K., Sinha, P. N., Kim, S.-H., Swanson, E. M., Yang, J.-J. and Kim, E.-J. (2021). The expatriate and local hotel general managers: differing approaches to employees' loyalty. International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-03-2020-0278   DOI
9 Yun, S. M., Chung, K., & Han, H.-S. (2015). Impact of service quality and customer satisfaction on behavioral intentions in bakery cafe: Testing the moderating role of alternative attractiveness and the mediating role of brand image. Journal of Tourism Sciences, 39, 141-161.   DOI
10 Oh, S. J., & Yi, C. Y. (2008). An empirical study on the effects of the corporate perceptions and the social responsibility appeals on brand attitudes. Journal of Basic Design & Art, 9, 318-328.
11 Oliver, C. (1991). Strategic responses to institutional processes. Academy of management review, 16(1), 145-179.   DOI
12 Shim, H., Kim, Y.-H., & Lee, E.-J. (2016). The effects of bakery brand experience on brand attitude and brand royalty. Tourism Research, 41, 155-176.
13 Ha, T. M., & Song, J.-H. (2020). The influences of the storytelling advertising on advertising attitude, brand attitude and purchase intention in Korean food franchise restaurant. Journal of Marketing Studies, 28(4), 41-67.   DOI
14 Aaker, J. (1991). The negative attraction effect? A study of the attraction effect under judgment and choice. Advances in Consumer Research, 18, 462-469.
15 Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.   DOI
16 Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.   DOI
17 Choi, J. H, & Lim, S. T. (2020). A case study on the relationship among advertising attitude, brand attitude, brand image, and purchasing intention of women's university students according to model gender in outdoor clothing advertisement picture. Journal of Communication Design, 70, 121-132.
18 Flanagin, A. J., Metzger, M. J., Pure, R., Markov, A., & Hartsell, E. (2014). Mitigating risk in ecommerce transactions: Perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention. Electronic Commerce Research, 14(1), 1-23.   DOI
19 Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (plssem). CA, US: Sage publications.
20 Heo, Y. J. (2017). A study on the relationship between bakery brand image, attitude and purchase intention. Journal of Tourism and Leisure Research, 29(11), 201-217.
21 Jacobson, R., & Aaker, D. A. (1987). The strategic role of product quality. Journal of Marketing, 51(4), 31-44.   DOI
22 Yang, J. J., Iyer, R., & Lee, Y. K. (2022). Why do local foodscapes matter in building tourist trust and loyalty?. Sustainability, 14(4), 2029.   DOI
23 Shin, G. C., Ku, Y. A., & Choi, S. H. (2011). The study on the influence of consumers' value that affects brand charisma, brand attitude and purchase intention -with relevance to masstige brand-. Journal of the Korean Society for Quality Management, 39(4), 486-499.   DOI
24 Kim, T. H., Youn, E. O., & Son, E. Y. (2008). A study on the impacts of a bakery franchiser's promotional activities to recruit franchises on franchisees' brand attitude, satisfaction and loyalty. Korean Journal of Hospitality & Tourism, 17(4), 123-140.
25 Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word-of- mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.   DOI
26 Yoon, H. J., & An, H.-J. (2020). The influence of consumers' emotional response to the destination storytelling advertising on intention to use the airline: Testing the double moderating effects of attitude toward advertising and brand loyalty. Korean Journal of Hospitality & Tourism, 29(2), 73-89.   DOI
27 Zolkepli, I. A., & Kamarulzaman, Y. (2015). Social media adoption: The role of media needs and innovation characteristics. Computers in Human Behavior, 43, 189-209.   DOI
28 Foroudi, P., Palazzo, M., & Sultana, A. (2021). Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. British Food Journal, 123(13), 221-240.   DOI
29 Chung, G.-e., & Lee, K. (2015). The effects of brand evidence on brand attitude, and brand loyalty. Journal of Humanities and Social Science, 6(4), 1051-1070.
30 Choi, Y.-M., & Han, S. S. (2017). Effects of sns wom information characteristics on brand attitude, brand image and purchase intention : Focused on moderating effect of social ties. Journal of Marketing Studies, 25(3), 131-147.
31 Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading,, MA: Addison Wesly.
32 Kim, T.-H. (2020). Changes in domestic bakery market trends and consumption trends. Retried from https://www.kbfg.com/kbresearch/report/reportView.do?reportId=2000113
33 Kim, Y.-j. (2017). A study on the visual expression of advertising in a a hyper society -focused on advertising of the playstaytion-. E-Business Review, 18(1), 60-71.
34 Kinnear, T. C., & Bernhardt, K. L. (1990). Principles of marketing. Scott, Foresman/Little, Brown Higher Education.
35 Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139-147.   DOI
36 Grace, D., & O'Cass, A. (2005). Examining the effects of service brand communications on brand evaluation. Journal of Product & Brand Management, 14(2), 106-116.   DOI
37 Jeon, H. M. (2019). The effects of the brand evidence of franchise bakery on brand salience, attitude, and loyalty. Journal of Foodservice Management, 22(4), 221-242.
38 Jeong, C. Y., & Kim, I. S. (2015). The impact of perceived innovativeness through city brand hearsay of "mice city Busan" on citizenship behavior of the city residents. Journal of Hospitality and Tourism Studies, 17, 321-336.
39 Jeong, R., Y. (2020). The effects of airlines' negative publicity on brand attitude and brand hate. Journal of Tourism Management Research, 24(4), 629-647.   DOI
40 Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron, US: University of Akron Press.
41 Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.   DOI
42 Ministry of Trade, I. a. E. (2022). Franchise industry survey 2021. Retried from http://www.ikfa.or.kr/bbs/board.php?bo_table=survey&wr_id=2
43 Kim, E.-J., Kim, S.-H., & Lee, Y.-K. (2019). The effects of brand hearsay on brand trust and brand attitudes. Journal of Hospitality Marketing & Management, 28(7), 765-784.   DOI
44 Kim, E.-J., Kim, J. J., & Han, S.-H. (2021). Understanding student acceptance of online learning systems in higher education: Application of social psychology theories with consideration of user innovativeness. Sustainability, 13(2), 896.   DOI