• Culinary science and hospitality research
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• v.22 no.3
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• pp.224-239
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• 2016

The purpose of this study is to understand the influence of customer-based brand equity(CBBE) on brand trust, customer satisfaction, and repurchase intention in the stock farm products brand, Hoengsung hanwoo. Based on a total of 301 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the AMOS program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit of the data, ${\chi}^2=635.175$(p<0.001), df=233, CMIN/DF=2.726, GFI=0.863, NFI=0.859, CFI=0.903, TLI=0.885, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that the sublevels of CBBE of stock farm product brand such as perceived product quality(${\beta}=.562$) and brand image(${\beta}=.377$) had a positive significant influence on brand trust. In addition, brand trust had a positive significant influence on customer satisfaction(${\beta}=.525$) and repurchase intention(${\beta}=.669$). This study confirms that a firm brand management works as a significant factor in forming brand trust, and, as a result, has a positive impact on its consumer's satisfaction and repurchase intention. Through the studys' results, it is study proposed that there is a needs for establishing effective marketing strategies to improve of regional economies.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.401-410
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• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• Journal of Service Research and Studies
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• v.13 no.3
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• pp.127-146
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• 2023

Recently, digital advertising has shifted towards delivering messages through short ads of less than 15 seconds, and on social media, ads need to convey the message within 5 seconds before consumers skip them. Although the length of advertisements has decreased, advancements in artificial intelligence algorithms and big data analysis have made it possible to deliver personalized messages that cater to consumers' interests. In this changing landscape, the importance of delivering tailored messages through short and efficient ads is increasing. In this study, we examined the effects of message framing as part of effective message delivery. Specifically, we examined the differences in the effects of two framings, "health" and "environment," for vegan products. The growing consumer interest in health and the environment has elevated the interest in vegan products, and the vegan market is expanding rapidly. Consumers purchase vegan products not only for personal health benefits but also due to their ethical responsibility towards the environment, which can be considered ethical consumption. Previous research has not shown the differences in the effects between health and environment message framings, and the research has been limited to vegan food products. This study investigates the differences in the effects of health and environment message framings using a dish soap product category. By identifying which advertising messages, either health or environment, are more effective in promoting vegan products, this study provides insights for companies to enhance their message framing strategies effectively.

• Journal of the Korean Society of Food Science and Nutrition
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• v.30 no.6
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• pp.1293-1300
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• 2001

We surveyed dietitians'perception on usage of cook/chill vegetables, The questionnaires were distributed to 245 dietitians working in elementary schools and other institutions in Busan area. According to the survey, 75.9% of the dietitians perceived that minimally processed ready -to-use vegetal)toes would be helpful for the institutional foodservice They answered that problems of vegetable usage in the foodservice mainly come from long preparation time (45.4%), a large quantity of leftover (13.1%), and a high ratio of disuse (16.0%). Degree of preparedness from raw vegetables was highest for garlic, and was in tile order of platicodcm, onions, carrots, Potatoes, Korean cabbage and radish.40.9% of the dietitians answered that it was necessary Ic develop cook/chill vegetables in their institute restaurants. The high career group ( >6 yrs.) was, however, significantly (p<0.05) negative against the use of cooHchill vegetables. The dietitians were expecting that developing cook/chill vegetables would save cooking time and processes (4.43/5.00), and reduce waste (4.53/5.00) greatly. They also estimated that focal hygiene and quality would be improved, and labor cast be reduced moderately. On the other hand, they thought that the cost of flood would not be reduced.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.6
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• pp.834-839
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• 2007

This study was designed to determine the optimal ratio of dropwort powder in castella by adding the powder at levels of 0, 3, 6, 9, and 12% respectively. The properties of the castella were analyzed by specific gravity, specific volume, color determinations, texture properties and sensory evaluation. The Specific gravity increased with increasing amount of dropwort powder. However, the specific volume decreased with increasing dropwort powder. For the color values, as more dropwort powder was added, the L-value decreased. The castella with 9% dropwort powder had a higher hardness, gumminess, and chewiness. A sensory panel perceived that the external and internal color of the castella become darker with the dropwort powder substitution and the grain size decreased with increasing amount dropwort powder, while sweet taste showed no significant difference. The order of overall preference was DP 9>DP 6>DP 12>CON>DP 3. Therefore, the substitution of 9% of wheat flour with dropwort powder was recommended in the production of castella.