• Asia Marketing Journal
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• 제10권3호
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• pp.1-30
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• 2008

본 연구는 자아이미지 일치성과 대안 매력도와 같은 다양한 서비스 평가준거가 감정적 몰입과 지속적 몰입에 미치는 영향력을 살펴보고 이에 따라 고객충성도와 관련된 행동의도에 미치는 영향력의 차이를 파악하고자 하였다. 본 연구모델의 실증분석을 위해 설문조사를 실시한 결과, 자아이미지 일치성은 감정적 몰입과 지속적 몰입에 유의한 영향을 미쳤으며 지속적 몰입보다는 감정적 몰입에 더 큰 영향을 미쳤다. 하지만 대안 매력도는 두 가지 몰입에 모두 유의한 영향을 미치지 않았다. 또한 감정적 몰입과 지속적 몰입은 모두 재구매의도, 구전의도, 고가지불의도의 세 가지 점포충성도 행동의도에 유의한 영향을 미쳤다. 특히, 감정적 몰입은 지속적 몰입보다 구전의도와 고가지불의도에 대해 더 큰 영향력을 미친 반면, 지속적 몰입의 경우에는 감정적 몰입보다 재구매의도에 더 큰 영향력을 미침을 알 수 있었다.

• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.51-65
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• 2023

Purpose: As social interest in environmental issues increases, pro-environmental initiatives are becoming more active in many industry sectors. This study explores how a firm's perceived green brand image affects consumer loyalty through brand trust and attachment. Research design, data, and methodology: The data of 363 respondents aged 20 to 59 who purchased the franchise lunchbox in the last three months were analyzed using SPSS 25.0 and SmartPLS 4.0. Result: Green brand image affects consumer loyalty through cognitive trust, affective trust, and brand attachment. Regarding serial mediations, cognitive trust affects brand attachment only through affective trust and, in turn, consumer loyalty. Conclusions: This study employs the hierarchy of effects theory to explore the role of the perceived green image of the franchise lunchbox brand in prompting consumer loyalty through brand trust and attachment. The eco-friendly initiatives are imperative in establishing a green brand image, given their critical roles in generating consumer brand trust and attachment as well as consumer loyalty in the franchise lunchbox industry. The franchise lunchbox firms should implement environmental initiatives and effectively communicate and actively inform these initiatives to raise perceptions of green brand image and build cognitive brand trust.

• 수산경영론집
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• 제40권3호
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• pp.51-68
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• 2009

The purpose of this study is to investigate the effect of Brand Personality to Marine Tourism Destination Images and Intention to Recommend. For this purpose, factor analysis was applied to 42 of J.Aaker's Brand Personality Scale and 5 personality dimensions were extracted. This analysis was also applied for cognitive and affective images and two of cognitive images and three of affective images were extracted. Multiple regression was done to estimate the relative effects of Brand Personality to both cognitive and affective images and intention to recommend. The results indicated brand personality influenced on both cognitive and affective images and intention to recommend directly and also found affective images was influenced by cognitive images. The results also suggested useful insight for future study. The Brand Personality Scale which developed for the product by Aaker might not be suitable for measuring the marine tourism destination brand personality and necessary to develop the new scale suitable for marine tourism destination personality, and be needed to study together with other moderating variance such as satisfaction and congruency with image to verifying the exact effect between different variables.

• 한국프랜차이즈경영연구
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• 제8권4호
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• pp.33-43
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• 2017

Purpose - Previous studies about corporate image generally explore how corporate image affects a company's effectiveness from the consumer view. However this study attempts to explore the impacts of corporate image (reliability, friendly, corporate social responsibility, and innovation) on employees' altruistic behaviors in the franchise industry context. This study also examine whether organizational trust and affective commitment play a mediating role in the relationship between corporate image and employees' altruistic behaviors. The authors developed several hypotheses to achieve these purposes. Research design, data, and methodology - The data were collected from employees in food-service franchise companies located in Seoul, Korea. Among a total of 363 questionnaires distributed, 294(response rate of 81%) questionnaires were returned. After excluding 18 invalid respondent questionnaires, 276 valid questionnaires(response rate of 76%) were coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 21 and SmartPLS 3.0. Result - The findings of the study are as follows: First, friendly, CSR, and innovation had positive effects on organizational trust, but reliability did not have a significant effect on organizational trust. Second, reliability and friendly of corporate image had positive effects on affective commitment, but CSR and innovation did have a significant effect on affective commitment. Third, organizational trust and affective commitment had positive effects on employees' altruistic behaviors. Conclusions - The aim of this study is to investigate the franchise corporate image as a significant influencing factor of employees' altruistic behaviors. The data were collected from only employees from franchising companies. The findings might vary from position to position. Future studies need to collect and compare data from managers. Future studies need to consider other variables that affect employees' altruistic behaviors. For example, leadership and market orientation might influence employees' attitude and behaviors. Also, future research should include other variables and it may have limitations in sample representative because of sampling franchise corporate in Seoul. Future studies will include franchise corporate all over the country. Future studies can also consider other variables (e.g., job performance and turnover intentions) to measure employee performance at the level of individuals and identify the impact of employee performance on business performance at the level of corporate.

• 한국조리학회지
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• 제23권6호
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• pp.99-109
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• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.

• 대한인간공학회지
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• 제33권6호
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• pp.515-532
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• 2014

Objective: The purpose of this study is to define consumers' affection on the interior design of commercial cars in terms of its design factors: color, embossing and gloss as independent factors. Background: Existing affective studies related to interior of vehicle focus on just sedans. However, there is no affective study about the interior of commercial cars. In addition, it is hard to change levels to which manufactures want. Method: Representative design factors were drawn using ANOVA and SNK analysis and definitive affective vocabularies were drawn using factor analysis. Furthermore, the results of 3D experiment were analyzed using ANOVA and LSD analysis. 3D images for the experiment were made using 3D max program. The experiment revealed that consumers discerned the differences in levels of each design factor and affective vocabulary. Results: The ANOVA revealed that beige color "A" type and non-gloss were the most preferred design in terms of the affective vocabularies and total preference. Conclusion: The result of the experiment may help manufactures to design the interior of commercial cars in the near future. Furthermore, the ANOVA result of affective vocabularies evaluation is expected to suggest a meaningful guideline. Application: The study results may be utilized as a guideline for interior design of commercial cars.

• 한국조경학회지
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• 제45권4호
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• pp.35-44
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• 2017

본 연구는 주제공원의 서비스스케이프와 방문객들의 정서적 이미지, 장소애착 중 중요한 요인 중 하나인 장소의존성간의 구조적 관계를 밝히는 것을 연구목적으로 한다. 이를 위해 본 연구는 서울의 롯데월드를 연구 대상지로 선정하였으며, 롯데월드를 방문한 방문객들을 대상으로 설문조사를 진행하였다. 탐색적 요인분석, 확인적 요인분석, 구조방정식모형을 이용한 분석결과, 주제공원의 서비스스케이프 중 심미성과 쾌적성이 방문객들의 정서적 이미지 요인인 매력성과 편안함에 긍정적 영향을 미치는 것으로 나타났다. 또한 정서적 이미지의 매력성과 편안함 요인 역시 장소의존성에 긍정적 영향을 미치는 것으로 분석되었다. 이상의 연구결과를 통해 관광계획가나 조경설계가들은 주제공원의 이미지 및 장소애착도를 향상시키기 위하여 이들 요인들을 유용한 계획 및 관리요인으로 고려할 수 있을 것이다.

• 한국콘텐츠학회논문지
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• 제16권2호
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• pp.82-95
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• 2016

본 연구는 다양한 채널을 통해 알려져 있는 화천산천어축제를 대상으로 방문객들의 매체별 정보탐색이 축제에 대한 이미지 형성에 어떠한 영향을 미치는지 파악하고, 이러한 축제 이미지가 방문객들이 축제를 경험하며 느끼는 감정과 재방문의도, 정보공유의도에 어떠한 영향을 미치는지 실증적으로 파악해보았다. 축제이미지는 인지적 이미지, 정서적 이미지, 고유 이미지 세 가지로 구분하여 파악하였으며, 감정반응도 긍정감정과 부정감정 두 가지 차원으로 파악하였다. 그 결과, 주위사람의 구전과 SNS 등 인터넷이 산천어축제의 고유이미지에 중요한 영향을 미치는 것으로 나타났으며, 인지적 이미지에는 공식 홈페이지의 영향력이 큰 것으로 나타났다. 그리고, 정서적 이미지에는 SNS 등 인터넷 탐색이 가장 중요한 것으로 나타났다. 세 가지 이미지요인과 참가자의 긍정감정 간 영향관계에 있어서 정서적 이미지가 가장 높은 영향을 미치며, 고유이미지, 인지적 이미지 순으로 세 가지 요인 모두가 유의한 영향력을 갖는 것으로 나타났다. 또한, 긍정감정과 부정감정이 재방문의도 및 정보공유의도에 미치는 영향에 있어서, 긍정감정만이 유의한 영향을 미쳤다.

• 한국콘텐츠학회논문지
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• 제17권6호
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• pp.452-469
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• 2017

본 연구는 레스토랑 서비스 환경에서 점포내부에서 제시되는 서비스 환경요인이 인지반응으로서 지각된 서비스품질 및 이미지에 미치는 영향을 검증하고, 또한 이들 인지반응요소와 감정반응으로서 감정적 만족 관계, 그리고 감정적 만족과 행동반응으로서 재 구매의도 관계를 확인하여 레스토랑 내부의 서비스 환경에 대한 소비자의 인지반응, 감정반응 및 행동반응의 관계를 설명하는데 목적이 있다. 이를 위해 SPSS 21.0 및 AMOS 20.0 통계패키지를 이용하여 구조방정식모형분석으로 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 주변 환경, 인테리어환경 및 청각환경은 지각된 서비스품질에 유의한 영향을 준 반면 인테리어환경은 지각된 서비스품질에 영향이 없었다. 둘째, 주변 환경 및 레이아웃환경은 이미지에 유의한 영향을 준 반면 인테리어환경 및 청각환경은 이미지에 영향이 없었다. 셋째, 지각된 서비스품질은 감정적 만족에 유의한 영향을 준 반면 이미지 및 재 구매의도에는 영향이 없었다. 마지막으로, 이미지는 감정적 만족 및 재 구매의도에 모두 유의한 영향을 주었다. 따라서 레스토랑의 마케팅관리자는 소비자에게 주변 환경, 레이아웃환경 및 청각환경을 개선하여 지각된 서비스품질 수준을 높이고, 또한 주변 환경 및 레이아웃환경을 개선하여 기업의 이미지를 높임으로써 소비자에게 감정적 만족을 유도하고 재방문을 높일 수 있는 서비스 마케팅전략을 계획하고 실행해야 할 것이다.

• 한국환경과학회지
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• 제24권11호
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• pp.1451-1461
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• 2015

The purpose of this study is to describe how nature-based ecotourism motivation of ecotourists influences destination image and satisfaction of ecotourists. In order to achieve the above purposes, the study carried out a literature study and an empirical analysis. Based on the obtained data through the literature study, the study designed a model for the empirical study. The results of this study are as follows. First, returns to nature, knowledge. fitness and escape as ecotourism motivation of ecotourist had a positive effect on each ecotourism destination image, such as cognitive and affective image. However, effect of novelty on cognitive image for destination had not significant results. Second, ecotourism destination image, such as cognitive and affective image, had a positive effect on ecotourism satisfaction of ecotourists. The results of the article provide implications for strategies for promoting ecotourism destination and suggest some guidelines for the eco-education of tourists.