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http://dx.doi.org/10.7318/KJFC/2018.33.6.543

Effects of PPL Attributes on Consumers' Brand Awareness and Brand Credibility  

Choe, Eunju (Departmenet of Culinary Arts, Foodservice Management Major, Woosong University)
Choi, Jinkyung (Departmenet of Culinary Arts, Foodservice Management Major, Woosong University)
Publication Information
Journal of the Korean Society of Food Culture / v.33, no.6, 2018 , pp. 543-549 More about this Journal
Abstract
Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.
Keywords
Brand recognition; brand awareness; brand Loyalty; product placement; consumers;
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