• 한국유기농업학회지
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• 제25권4호
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• pp.663-677
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• 2017

As Korean food service franchise companies sought to advance into around 2,000 new foreign markets, the importance of global management was emphasized. They intensively expanded into Chinese and American markets in 2015 and these two markets account for approximately 40% of total food service franchise companies in foreign countries. Although Japan has huge franchise market, Korean food service franchise companies in Japan only account for 5% of total franchise companies in Asian countries. The purpose of this study is to analyze the relationship between food service franchise selection factors, brand loyalty, and revisit intention of Japanese consumers using Korean food service franchise companies in Japanese food service market, and based on the analysis results, draw the implications for the expansion of Korean food service franchise companies into the Japanese market. Food service franchise selection factors is defined as service and cleanliness, taste, safety and reliability, cost and convenience, and professionalism. The study results can be summarized as follows. First, analysis was performed to identify the effects of food service franchise selection factors on the brand loyalty, it showed that five food service franchise selection factors including professionalism, service and cleanliness, cost and convenience had positive (+) effects on the brand loyalty. One of the most important factors influencing the brand loyalty is professionalism. In order to raise food service franchise's professionalism, it is necessary for the food service franchise companies to establish stronger strategies containing professional operation systems and services compared to general restaurants. Second, analysis was performed to identify the effects of food service franchise selection factors on revisit intention, five food service franchise selection factors, service and cleanliness, safety and reliability, and cost and convenience had positive (+) effects on revisit intention. One of the most important factors influencing revisit intention is safety and reliability. Thus, in order to raise safety and reliability it is important to form trust with consumers by properly utilizing systems of food hygiene and food safety accreditation.

• 정보화연구
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• 제11권2호
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• pp.201-216
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• 2014

경쟁시장은 하나의 제품 군 내에 많은 경쟁브랜드가 존재하고 있다. 따라서 브랜드 선호도가 높을수록 경쟁에서 살아 남을 가능성을 높일 수 있을 것이다. 이에, 브랜드 선호도를 향상시키기 위하여 다양한 방법을 사용하고 있다. 그 중 인터넷 광고를 통한 방법을 가장 많이 사용하고 있다. 본 연구는 인터넷을 통한 다양한 광고가 제공하는 제품 정보와 사용자가 이전의 생성된 제품에 대한 정보와의 일치할 경우, 광고 전과 후에 신뢰성에 미치는 영향을 검증하고자 한다. 또한, 광고를 통해 형성된 브랜드 선호도가 구매의도에 어떠한 영향을 주는지 알아보고자 한다. 본 연구의 결과, 인터넷 광고와 사용자의 정보 일치성이 높을 경우, 광고에 대한 기억성이 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 이와는 반대로 정보 일치성이 낮을 경우, 관심성이 구매의도에 영향을 미치는 것으로 나타났다. 인터넷 광고의 신뢰성이 높을 경우 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 또한, 브랜드의 선호도를 향상시키는 광고를 위하여 소비자가 원하는 정보의 제공과 함께 브랜드의 신뢰성을 강조하기 위한 다각적인 노력이 필요할 것이다.

• 한국콘텐츠학회논문지
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• 제14권10호
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• pp.677-684
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• 2014

본 연구에서는 최근 옥외에서의 디지털 미디어 확대에 따라 단순히 브랜드를 노출하는 것이 아닌 디지털 미디어와 소비자와의 상호작용에 따른 경험의 과정을 연구하였다. 분석 결과 정보적 요인과 감성적 요인, 상호작용성 요인으로 구성된 경험 요인은 브랜드 선호도와 브랜드 신뢰도를 매개하여 구매의도에 영향을 주나 경험 만족도는 구매의도에 직접적인 영향을 미치지 못하고 브랜드 신뢰도를 매개하여 영향을 주는 것으로 나타났다. 이에 대한 시사점으로는 먼저 실험실의 연구 환경이 아닌 실제 운영되고 있는 디지털 미디어 경험 소비자를 대상으로 한 실무 연구 사례로서 의의가 있으며 둘째, 디지털 미디어 경험은 경험하는 순간 즉시적으로 브랜드 선호도와 신뢰도에 전이되어 영향을 미칠 수 있는 중요한 브랜드 자산 형성 요인임을 확인한 것에 의의가 있을 것이다.

• 융합경영연구
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• 제6권4호
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• pp.1-16
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• 2018

Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

• 한국의류산업학회지
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• 제13권3호
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• pp.353-363
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• 2011

The purpose of this study was to deduce factors organization of brand equity for the exclusive imported brand by Department Store and to analyze it's influence on the performance. Subjects for the quantitative study, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The data were analyzed by using factors and reliability analysis, the independent sample t-test, and multiple regression analysis. The results were as follows; 1. The examining the effect of asset evaluation attributes of imported brands(GAP, ZARA) monopolized by certain department stores on business achievement and consumer attitude, it turned out that business achievement in hands-on staff's asset evaluation in view of business entity had meaningful difference according to the contract types of the brand, and that business achievement according to hands-on staff's evaluation and consumer attitude according to consumers' evaluation were different according to the brand asset value. 2. The examining the effect of consumer attitude according to consumers' evaluation, it turned out that preference had meaningful effect on both store preference and intention of re-purchase, while as to ZARA, image had meaningful effect on store preference and intention of re-purchase, and reliability on store preference.

• 한국의류학회지
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• 제34권5호
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• pp.797-807
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• 2010

This study investigates the effects of consumer brand identification and brand attachment to brand equity. 332 surveys were collected from male and female university students in Seoul. In each survey, respondents were asked to choose one favorite fashion brand that they often purchase and answer questions regarding brand identification, brand attachment, and brand equity. The results were analyzed using SPSS package 12.0 and AMOS 5.0 program and factor analysis, reliability analysis, and path analysis were conducted. After the factor analysis, 3 factors were found under brand identification, 4 factors under brand attachment, and 4 factors under brand equity. The Cronbach's $\alpha$ of brand identification was .84, the brand attachment was .80, and the brand equity was .81. The results of this study show that brand identification had a positive effect on brand attachment that had a positive effect on brand equity. Additional results show that both brand identification and brand attachment had a positive direct effect on brand equity; however, brand attachment had a higher effect on brand equity.

• 웰빙융합연구
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• 제3권3호
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• pp.15-19
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• 2020

Consumers exposed to aesthetic brands can not only experience sensory pleasure but also lead to strong customer loyalty. Furthermore, aesthetic brands can expect to lead to the overall experience of the brand. They include the brand's sensory, emotional, behavioral and intellectual experience. Since aesthetic brands related to the sensory representation of customers, consumers exposed to aesthetic brands can expect to have a meaningful impact on the overall experience of the brand. The study will select aesthetic brands that distributed in Korea and then compare the aesthetic characteristics of each brand. It also seeks to verify the brand attractiveness, consistency, prominence and influence of brand motifs on the brand's sensual, emotional, behavioral and intellectual experience. To verify the influence between variables proposed in this study, we would like to conduct a multiple regression analysis. SAS 9.4 used to verify the hypotheses proposed in this study. Cronbach's α measure to verify reliability of each measurement item. In particular, brand attractiveness and brand motif can verify empirically to confirm that they play an important role in inducing brand experience.

• 한국생활과학회지
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• 제15권6호
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• pp.1025-1035
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• 2006

Brand Relationship Quality(BRQ) reflects the intensity and viability of the enduring association between a consumer and a brand so it is assumed to be the indicator which can affect brand performance such as brand satisfaction, brand attitude, and brand loyalty. The purpose of this study is to analyze the structural equation model showing the path between BRQ and brand performance. The subjects were women in their 20s to 40s living in Seoul and other metropolitan areas. 482 copies of questionnaire were analyzed by reliability, Pearson's correlation analysis, confirmatory factor analysis using SPSS 11.0 Package and AMOS 5.0 Package. The results showed that BRQ had positive influence on the brand performance-brand satisfaction, brand attitude, brand loyalty. As for the total effect about brand loyalty, BRQ was the most influential variable compared with other variables- brand satisfaction, brand attitude. The indirect impact of BRQ on brand loyalty is bigger than the direct impact of BRQ and brand satisfaction emerged as the important intermediate variable between BRQ and brand loyalty. Therefore, effective marketing strategy can be accomplished according to differential impact of the BRQ facets to induce consumer's satisfaction, which can lead to brand loyalty.

• 한국프랜차이즈경영연구
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• 제14권2호
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• pp.31-46
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• 2023

Purpose: Brand communication plays an important role in the credibility of consumer behavior as it enhances brand equity. This study investigates the effects of brand communication (firm-created communication, consumer-generated communication) on brand awareness, brand attitude, brand loyalty in the hotel business sector by applying the SOR theory (stimulus-organism-response theory). Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 400 customers who had experience of visiting hotels. In this study, SmartPLS 4.0 was used to evaluate the research model. The reliability, convergent validity, and discriminant validity of the measurement tool were verified. Result: Result was found that consumer-generated communications had a positive effect on brand awareness and brand attitude, whereas firm-created communications had a significant effect on brand awareness. In addition, brand awareness had a positive effect on both brand attitude and brand loyalty. Finally, brand attitude was found to have a positive effect on brand loyalty. Conclusions: This study redefines the concept of where chain hotel groups should focus when providing consumers with information about their brands and services. As a result, the conceptual framework of brand communication to increase new customer visits to the hotel brand has been expanded.

• 한국전자통신학회논문지
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• 제9권1호
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• pp.1-10
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• 2014

본 연구는 국내 인터넷 쇼핑몰의 브랜드 개성차원을 개발하여 브랜드 개성이 소비자 만족도와 재방문의도에 미치는 영향관계를 파악하고자 하였다. 따라서 최근 6개월 이내에 인터넷 쇼핑몰에서 구매경험이 있는 부산지역 대학생 소비자들을 대상으로 표본조사를 실시하였다. 구체적으로 시장점유율 상위에 있는 종합쇼핑몰과 오픈마켓 등 11개 쇼핑몰을 선정, 비교대상으로 하여 설문지 조사를 통해 자료를 수집, 분석하였다. 실증분석결과는 다음과 같다. 인터넷 쇼핑몰의 브랜드 개성차원은 '유능 세련성', '활기', '정감', '신뢰성' 등으로 나타났다. '정감', '신뢰성'이 소비자 만족도와 재방문의도에 유의한 영향을 미치는 것으로 나타났다. 특히, '신뢰성'이 인터넷 쇼핑몰의 재방문의도에 더 큰 영향을 미치는 것으로 파악되었다. 그리고 소비자 만족도는 재방문의도에 유의한 영향을 미치는 것으로 나타났다. 브랜드 개성차원 중에서도 '정감', '신뢰성'을 더욱 강화하는 구체적인 전략개발이 필요하다고 볼 수 있다.