Browse > Article
http://dx.doi.org/10.7318/KJFC.2009.24.3.245

The Effect of Family Restaurant Brand Identity on the Purchase Intention of Consumer  

Park, Jung-Hun (Department of Foodservice Management, Sunlin College)
Kim, Ji-Eung (Department of Foodservice Management, Shinsung University)
Publication Information
Journal of the Korean Society of Food Culture / v.24, no.3, 2009 , pp. 245-255 More about this Journal
Abstract
As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.
Keywords
brand identity; purchase intention; product brand. organizational brand. community brand; design brand;
Citations & Related Records
연도 인용수 순위
  • Reference
1 손일권. 2003. 브랜드 아이덴티티. 경영정신
2 Hyun YH, Nam JH. 2008. The Comparative Study of Structural Relationships between Brand Equity, Attitude, Visit Intention Models among Domestic Family Restaurants. Journal of Foodservice Management Society of Korea, 11(1):33-54
3 Aaker DA. 1996b. Measuring brand equity across products and markets. California Management Review, 38(3):102-120   DOI   ScienceOn
4 Choi JW. 2007. A Study on the Preference of Brand Identity, Korean Society of Information Design, 10:217-233
5 Jones GR. 1986. Socializations, Academy of Management Journal, 29:262-279   DOI   ScienceOn
6 Kapferer JN. 1992. Strategic Brand Management. The Free press
7 Keller KL. 1993. Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing   DOI   ScienceOn
8 Kim JS. 2006. Brand Identity Design and process for Brand Building. Journal Package Design Research Package Design Institute of Korea, Vol. 18
9 Kim JY, Kim SH. 2005. A Study on Structural Model Among Brand Personality, Satisfaction, Trust, and Loyalty. Koran Academic Society of Hospitality Administration, 14(2):261-277
10 Chang HJ. 2008. Development of an Interaction Identity System As a Brand Identity Strategy. Journal of the Korean Society of Design Culture, 14(1):365-376
11 Kim ES, Kim KH, Kim SH. 2003. Relationship between Brand Equity and Preference and Revisit in the Food service Industry. Journal of Hospitality and Tourism Studies, 5(13):37-59
12 Sohn IN. 2005. The Effect of Family Restaurant User's Trust and Commitment on Customer Satisfaction. Korea Tourism Research Association, 19(2):373-388
13 Chaudhuri A, Holbrook MB. 2001. The chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of brand loyalty. Journal of Marketing, 65:81-93   DOI   ScienceOn
14 Kim YC. 2007. An Analysis on Brand Awareness of Western-style Family Restaurants. The Korean Journal of Culinary Research, Vol. 13(4):31-44
15 Lee JH, Lee JJ. 2006. Composition Factor of Restaurant Brand Equity. Journal of Tourism Studies, 15(2):99-118
16 Young AM, Perrewe PL. 2000. Expectations of mentors and proteges: The Influence of need for achievement and power on expectations formed about a mentoring partner, Paper presented at the Institute for Behavioral and Applied Management, San Diego, CA
17 Aaker DA. 1996a. "building Strong Brand: What is strong brand?," New York: The Free Press
18 Kevin Lane Keller. 1998. Strategic Brand management. Prentice Hall
19 Jean-Noel Kapferer. 1992. Strategic Brand Management, The Free Press
20 Park KW, Yoon HY. 2003. On the Images of Fast-food brands' identity. Journal of Korean Society of Design Science, 16(1):169-180
21 Aaker DA, Keller KL. 1996. Consumer evaluations of brand extensions. Journal of Marketing, 54(January):27-41   DOI   ScienceOn
22 Yoo B, Donthu N. 2001. Developing and validating multidimensional Consumer-based brand equity scale. Journal of Business Research, 52(1):1-14   DOI   ScienceOn
23 Sohn IN, Song EJ. 2004. Influence for Purchase Intention Regarding the Attitude Toward the Web-site of the Family Restaurant. Korea Tourism Research Association, 18(1):69-79
24 Andersom JC, Narus JA. 1990. A Model of Distributor Firm and Working Partnerships, Journal of Marketing, 54:42-58   DOI   ScienceOn
25 Doney PM, Cannon JP. 1997. An examination of the nature of trust in buyerseller relationships. Journal of marketing, 61:35-51   DOI   ScienceOn
26 Engel James F, Roger D, Blackwell. 1982. Consumer Behavior. New York: Holt, Rinehart, and Winston
27 Morgan Robert, Shelby Hunt. 1994. The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58:20-38   DOI   ScienceOn
28 Lynn B Upshaw. 1995. Building Brand Identity: A Strategy for Success in a Hostile Marketplace, John Wiley & Sons
29 Choi KH. 2004. A Study on the Structural Relationship of Coupon, Attitude and Purchase Intention in Family Restaurant. Korea Convention Sciences Society, 4(2):99-117
30 Yoo YJ. 2006. Restaurant Brand Image Segmentation, Brand Evaluation and Intention to Behavior. The Academy of Korea Hospitality & Tourism, 8(4):204-216
31 Cobb-Walgren CJ, Ruble CA, Donthu N. 1995. Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3):25-40   DOI   ScienceOn