• Journal of the Korean Society of Food Science and Nutrition
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• v.34 no.4
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• pp.489-495
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• 2005

The purpose of this study was to analyze the effect of the consumer-brand relationship Quality (CBRQ) on the brand loyalty in the fast food restaurant in Masan, Korea. The Questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were performed from December 6 to 14, 2004. The 246 Questionnaires were responded, and 12 unusable Questionnaires were excluded, then 234 were used for the final analysis $(response rate:\;93.7\%)$. For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, Pearson correlation and multiple regression analysis. The result of this study showed that 2 constructs (satisfaction and commitment) of consumer-brand relationship Quality have significant positive effects on the brand loyalty in the fast food restaurant. It meant that as consumer-brand relationship quality becomes stronger, the customer's brand loyalty becomes greater. The differences of customer loyalty between the high and low group of self-connective attachment, satisfaction, commitment, trust and intimacy were significant. So the brand loyalty of high group of customer-brand relationship quality was significantly higher than that of low group of customer-brand relationship quality. As a conclusion, the operator in the fast food restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.881-889
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• 2018

This study examines consumer attitudes according to the Cause Related marketing information presentation type and Brand Level and China, Korea. As a result of the analysis, first, cause related marketing information presentation type conducted by the company shows that concrete has more consumer attitude than abstract. Second, consumer attitude toward cause related marketing information presentation type is different according to brand level(Corporate Brand and Individual Brand). Third, consumer attitudes cause related marketing information presentation type is different according to Korea and China. Finally, based on the results of this research, we will provide practical implications not only academically but also as a basis for marketing strategies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.11
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• pp.4188-4196
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• 2010

The purpose of this study is to analyze the effect of perception factors on the brand apartment for customer satisfaction by classifying perception factors into environmental factor, interior factor, brand value factor, economic factor and social factor. Variables used in this study were compiled from the survey, which was done by the people living in Pusan from Aug. 17, 2009 to Aug. 31, 2009. In the results of this study, the perception that the brand apartment had better interior quality, brand value, saleability and possibility of price rising than the common one had effects on customer satisfaction. This study analyzed the effect of perception factors on the brand apartment for post-purchase satisfaction of customer. It is expected that the results of study would help construction companies establish marketing strategies to increase customer's interest and develop the brand apartment in consideration of perception factors with a high post-purchase satisfaction.

• Asia Marketing Journal
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• v.2 no.1
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• pp.1-26
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• 2000

기업환경의 변화로 인하여 정확한 경쟁구조의 파악은 경쟁전략의 수립에 중요한 개념으로 대두되고 있다. 본 연구에서는 소비자중심의 경쟁구조 파악의 중요성을 제기하고 그 일환으로 상황 변수를 고려한 경쟁 구조 분석의 필요성을 제시하고 있다. 또한 구체적인 상황 변수를 파악하기 위한 방법으로 카테고리 수준에서의 경쟁 구조 분석을 제기하고 있다. 이를 위해 음료수 시장을 대상으로 브랜드 수준과 카테고리 수준에서의 지각적 및 상황적 경쟁 구조 분석을 실시하여 그 결과를 비교하였다. 분석 결과, 브랜드 수준에서는 지각적 경쟁구조와 상황적 경쟁구조가 상이하게 나타났고 카테고리 수준에서는 두 경쟁 구조가 상당히 유사한 것으로 나타났다. 이를 통해 소비자들은 음료수 구매와 관련하여 '소비(음용) 상황'이라는 기준에 의해 음료수 제품들을 범주화하는, 즉 소비자들의 기억속에 음용 상황이라는 기준에 의한 스키마가 형성되어 있다고 볼 수 있는 근거를 제시하였다. 카테고리 수준에서의 경쟁 구조 분석을 통하여 마케터는 소비자의 구매행동과 관련한 중요한 상황 변수를 파악할 수 있고, 이렇게 파악된 상황 변수를 토대로 한 경쟁 구조 분석을 실시함으로써 보다 소비자 중심적이며, 안정적인 시장 경쟁 구조의 파악이 가능하다고 본다.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.261-273
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• 2018

The purpose of this study is to find out how the online brand community characteristics affect customer behavior according to self-construal level and gender difference. The characteristics of online community are divided into interaction, objectivity, information provision, and activity reward. First, interactivity and activity compensation among the characteristics of online community have a positive effect on brand community commitment. On the other hand, the effect of purpose and information provision is insufficient. Second, the greater the commitment to the brand community, the higher the WOM effect is. Finally, this study shows that customers with dependent self-construal tendencies have more brand community support than customers with independent self-construal tendencies, and females show more brand community support than males. This study suggests an efficient marketing approach to companies through a brand community commitment by understanding the intrinsic motivation of consumers' self-construal level.

• Journal of Distribution Research
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• v.13 no.2
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• pp.97-123
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• 2008

Recently, there has been a growing trend toward private brand. Although much has been written about the determinants of attitude and purchase intention on PB, little is known about the influence of manufacturer and retailer trust on private brand purchase. This research addresses three questions:(1) what impact do manufacturer and retailer trust have on private brand purchase?(2) What is a key mediating variable in the relationship retailer between trust(on retailer/manufacture) and purchase intention?(3) Are the impacts of these factors differ depending on the level of customer knowledge? The findings indicate that retailer trust directly influence on the perceived quality, attitude toward private brand, and purchase intention. Manufacturer trust affects on attitude and purchase intention, however, only when it is through perceived quality. In addition, the relative impact of theses two factors differs to some extent, depending on the level of consumer knowledge. When customer knowledge is relatively high, retailer trust is a very important factor influencing perceived quality, attitude and purchase intention. On the other hand, both retailer trust and manufacturer trust are considered when customer knowledge on private brand is low.

• Feed Journal
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• v.2 no.4
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• pp.106-107
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• 2004

축산관련 정책자금 브랜드 참여 경영체에 우선 지원 종축, 사료, 사양관리 통일, 품질수준, 브랜드 관리 등에 따라 무이자 인센티브 자금 122억원 규모 지원 계획

• Smart Media Journal
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• v.13 no.1
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• pp.67-75
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• 2024

The purpose of this research is to investigate consumer responses to production recommendations by AI. In order to test hypotheses of this study, we conducted experimental study that was a 2(Brand reputation: high vs. low) X 2(Social comparison: high vs. low). The results of this study showed the interaction effects of brand reputation and social comparison on brand attitude. Based on the results, we provide theoretical implications to extent the existing research regarding product recommendations. Moreover, the results of this study provide some practical implications and a new aspect about AI recommendations.

• Journal of Korean Home Economics Education Association
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• v.26 no.2
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• pp.15-30
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• 2014

The purpose of this study is to provide basic information on clothing preference to help teachers suggest clothes that help students adapt better to school life, and to get basic data specific to Home Economics curricula and how teenagers' attitude toward clothes correlate with their conformity to school as a whole. The survey of 587 students was conducted between December 17-24, 2012 in Gwangju. The data was analyzed using the SPSS 18.0 for window program: frequency, means, factor analysis, cluster analysis, Chronbach's ${\alpha}$, t-test, and ANOVA. There were significant differences in the many adolescents's adapted to school life based on the clothing behavior conformity and the attitude toward the name-brand. The results showed that, if it is not extreme, adolescents had the more the clothing behavior conformity on peer & mass media than less, they did well adapt on school life. And the group of more preference for the name-brand clothing result in low school discipline adaptation but high peer and teacher relationship. In adaptation of learning, they were not different significantly based on attitudes toward the name brand.

• Journal of Agricultural Extension & Community Development
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• v.21 no.1
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• pp.83-115
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• 2014

The current study aimed to explore the levels of consumers' perception for the PB apples which mainly sold in the large retailers, and then suggest the efficient marketing strategies for activating sales of the PB apples among the farm produce. The findings of the study revealed that the levels of the consumers' perception of value for the PB apples were influential on the brand credibility. In addition, the levels of the quality, perception of value, and brand credibility significantly affected the purchase intention. The image of the brand, however, did not show the effects on the brand credibility and purchase intention. Based on the study, in order to activate the brand for the local farm produce, the analysis results could suggest the four alternatives. Firstly, it is needed for the NB apples to be standardized and improved in terms of the qualities. Secondly, the more efficient ways to facilitate the purchases for the NB apples should be reconsidered in the emotional package. Thirdly, the levels of customers' perceptions for NB apples need to increase by providing them with convenient ways of purchases. Lastly, connecting consumers' groups with producers' groups could eventually enhance the brand credibility.