• 한국병원경영학회지
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• 제24권1호
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• pp.36-47
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• 2019

Purposes : The purpose of this study is to analyze empirically the consturct development of brand trust in dental clinic service and its influence on both satisfaction and brand loyalty of clinic users in Seoul area. Methodology : To test the hypotheses, the structured instrument was employed to question to patients and their guardians who had used dental clinics in the metropolitan area. 207 cases were analyzed with structural equation method through SPSS 18.0 and AMOS 22.0, and findings of the test as follows. Findings : Firstly, both functional and associative images had a positive impact on the brand trust. Especially we found the influence of functional images was greater than that of the brands' associative images. Secondly, the satisfaction of dental clinic users had greater positive influence on the clinics with greater trust. Thirdly, the higher the satisfaction of health service consumers, the more positive effect on brand loyalty. This relationship between the satisfaction of dental clinic users and brand loyalty match the findings of previous studies on relations of similar variables. Practical Implications : This study shows that with greater satisfaction, the referral rate and the revisit rate of users would increase. This implies that dental clinics need to take appropriate actions to build brand trust with advertising and/or PR strategies for a good brand image. It would be necessary to research further expected variables that influence users' brand loyalty in the service, such as the dentists' level of expertise, their relationship level with customers, the quality of dental services and et al..

• 한국의류학회지
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• 제35권7호
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• pp.856-866
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• 2011

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

• 한국조리학회지
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• 제23권6호
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• pp.11-19
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• 2017

The purpose of this article was to study the influence of eco-friendly management on customer's purchasing-intention at franchise Korean restaurants. In this research, factor analysis and multi regression analysis were used. Eco-friendly management was divided into 4 factors. Eco friendly service affected positively brand image (p<0.05). Energy saving positively affected brand image (p<0.005). Contribution to local society positively affected brand image (p<0.05). Menu composition affected the most positively brand image (p<0.001). At last, brand image had positive influence on purchasing intention (p<0.001). According to these results, we confirmed that the factors of eco friendly management influenced significantly on the customers' perception of brand image. As a result, food service corporations need to deal with the factors of eco friendly management efficiently. The findings of this research would help business management to build effective service marketing strategies and to satisfy the needs of customers at franchise Korean restaurants.

• 마케팅과학연구
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• 제19권1호
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• pp.47-58
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• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• 한국의류산업학회지
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• 제11권2호
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• pp.252-261
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• 2009

The purpose of this study was to investigate the influence of female university students' cosmetic purchase motivation on cosmetic attribute evaluation and brand repurchase intention. Questionnaires data of 202 female university students who had purchase experience of cosmetic product in recent 6 months through off-line were analyzed. The results are as follows. First, situational purchase motivation had a positive impact on extrinsic and economic attributes. Second, intrinsic purchase motivation had a positive impact on extrinsic, utilitarian, aesthetic, and economic attributes. Third, hedonic purchase motivation had a positive impact on extrinsic attribute. Fourth, aesthetic attribute had a positive influence on brand repurchase intention and extrinsic attribute had a negative effect on brand repurchase intention. Therefore, when cosmetic companies dealing with female university students' cosmetic product establish marketing strategies, they need to pay attention to aesthetic attribute evaluation and intrinsic purchase motivation to highten their brand loyalty.

• 유통과학연구
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• 제14권2호
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• pp.103-111
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• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• The Journal of Asian Finance, Economics and Business
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• 제7권12호
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• pp.951-958
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• 2020

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

• 한국콘텐츠학회논문지
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• 제20권3호
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• pp.379-389
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• 2020

본 연구의 목적은 중국 지역 대표 브랜드 칭다오 맥주의 브랜드 자산인 브랜드 인지, 브랜드 이미지, 지각된 품질이 매개변수인 소비자 만족도를 기반으로 브랜드 충성도에 미치는 영향을 밝히는데 있다. 이를 위해 2019년 10월 21일부터 11월 3일까지 14일 동안에 중국에 칭다오 맥주를 먹은 경험이 있는 중국 소비자 대상으로 설문조사를 진행되었다. 응답자 답을 SPSS 25번전으로 회귀분석을 진행하였다. 칭다오 맥주의 브랜드 자산, 소비자 만족도와 브랜드 충성도의 영향관계를 검증하기 위해 3가지 가설을 설정하였다. 분석결과는 첫째, 칭다오 맥주의 브랜드 자산은 소비자 만족도에 정(+)의 영향이 미친 것이다. 그리고 브랜드 자산은 브랜드 충성도에 도 정(+)의 영향을 미친다. 마지막으로 소비자 만족도는 칭다오 맥주의 브랜드 자산이 브랜드 충성도에 영향을 미치는데 매개효과를 있다고 나타났다.

• 마케팅과학연구
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• 제15권3호
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• pp.67-92
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• 2005

본 연구는 브랜드 확장의 단점에도 불구하고 마케팅의 효과 및 효율측면에서 항상 고민하는 마케터들이 전략적으로 브랜드확장을 꾀하고자 할 때, 브랜드확장의 위험을 줄이고 성공가능성을 높이는데 일조하고자 실시되었다. 특히 본 연구는 제품유형을 실용제품과 쾌락제품으로 구분하고, 모 브랜드의 제품유형과 일치하는 제품유형으로 브랜드 확장을 하는 경우와 불일치하는 제품유형으로 확장하는 경우에 소비자가 확장 브랜드에 대하여 보이는 반응을 조사하였다. 연구결과에 따르면, 모 브랜드의 제품유형과 일치하는 제품유형으로 확장한 브랜드가 불일치하는 제품유형으로 확장한 브랜드보다 소비자에게 보다 긍정적으로 평가를 받았다. 또한 브랜드확장 전략 수행 시 모 브랜드와 제품유형을 일치시키는 것이 모 브랜드의 제품유형이 쾌락제품일 경우보다 실용제품일 경우 더욱 중요한 것으로 나타났다. 여기에서 나아가 소비자가 몰입하는 인지적 또는 감성적 관여유형에 따라 브랜드확자엥 대한 보지가의 평가는 모 브랜드의 제품유형 및 일치 불일치 확장유형에 따라 달라질 수 있음을 알 수 있었다.

• 한국의류학회지
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• 제36권11호
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• pp.1137-1147
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• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.