• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.748-760
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• 2016

This study investigated the relationship of brand equity of restaurant LOHAS image with altruistic value, LOHAS involvement and additional willingness to pay (WTP). The data collected for this study was taken from a sample of 544 persons during the period of August 1, 2013 to August 31, 2013. The study findings are as follows. First, brand equity and brand association of restaurant LOHAS image had a positive effect on altruistic value, but had no positive effect on brand loyalty and perceived product quality. Second, brand awareness, brand loyalty and brand association of restaurant LOHAS image had a positive effect on LOHAS involvement, but had no significant positive effect on perceived quality. Third, altruistic value was found to have a positive effect on LOHAS involvement. Fourth, altruistic value had a positive effect on additional WTP. Fifth, LOHAS involvement was found to have a significant positive influence on additional WTP. The findings of this study indicate that communication strategies are warranted to emerge environmental friendliness and health targeting population groups that pursue the LOHAS value of restaurants or have a high propensity toward altruism.

• The Korean Journal of Franchise Management
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• v.12 no.4
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.1-15
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• 2024

Purpose: Service quality plays an important role in the credibility of consumer behavior as it enhances brand loyality in hospitality business. The objective of this study is to determine the effects of service quality, positive emotion, brand affection, and brand loyalty in restaurant sector by applying the S-O-R model. The study also introduces a new integrated structural model that combines service quality's dimensions of physical quality, interaction quality, and outcome quality. Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 395 customers who had experience of visiting restaurants. All constructs were measured with multiple items developed and validated in prior studies. 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 service quality(physical quality, interaction quality, outcome quality) had a positive effect on positive emotion and brand affection. Also both of positive emotion and brand affection had a positive effect on brand loyalty. This study contributes to the service quality literature and has practical managerial implications.

• Culinary science and hospitality research
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• v.6 no.1
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• pp.79-102
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• 2000

This study aims at providing restaurant marketers and decision-makers both the brand differentiation information and the useful clues to achieve the high market share through the various brand differentiation opportunities in multi-chain family restaurants. Sample surveys were conducted to 245 persons who had frequent using multi-chain family restaurants in Seoul. Method of survey used are telephone interviewing. The result of analysis was shown the marketer's performances on differentiation marketing, but that there were a lot of opportunities of differentiating the brand from others. Therefore, restaurant marketers and decision-makers should try to differentiate their brand along the lines of physical attributes, service, food quality, personnel, location, or image, in order to win the guest and then get the succession of their business.

• Journal of the Korean Society of Food Culture
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• v.26 no.2
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• pp.142-150
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• 2011

This study investigated and compared the brand personality of domestically run family restaurants with quick service restaurants. Information was elicited from respective patrons using self-administered questionnaires which asked questions on recognizable brand characteristic and attributes of each restaurant through image maps. Data from the self-administrated questionnaires were collected and analysed using comparative statistical analysis, including frequency, t-test, chi-square, factor analysis, reliability analysis and correspondence analysis. Overall, patrons identified 5 factors which they used to rank individual restaurants; sophistication, competence, likeableness, trendiness, and ruggedness. Overall results showed the family restaurants that scored highly on likeableness and trendiness were Outback and TGIF. Furthermore, Vips was the only family restaurants that scored highly in ruggedness. In relation to quick service restaurants, Lotteria scored highest for competence while McDonalds and Burger King scored best for sophistication. Limitations and future research directions are also discussed.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.74-85
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• 2017

This study conducted to analyze the causal relationships among image factors (brand, store, enterprise) of family restaurants, customer satisfaction, customer trust, and revisit intention as perceived by 271 customers, who have visited a family restaurant located in Ulsan and Busan regions. Present study performed frequency analysis, factor analysis, customer trust analysis, correlation analysis, and multiple (simple) regression analysis using SPSS 18.0 statistical program. The analysis results indicated that the image of family restaurants had significant positive (+) influences on customer satisfaction, customer trust, and revisit intention, among which the biggest influential factor was found to be the store factor. Significant influence was shown for brand image followed by corporate image. In addition, customer satisfaction and customer trust had significant positive (+) influences on revisit intention. As a result of this study, store image among family restaurant images appeared as the most important element; hereupon, this study considers that it is necessary for a family restaurant to build a differentiated image to increase revisit intention by satisfying customer needs and by encouraging customers to have trust in the restaurant.

• Journal of the Korean Society of Food Culture
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• v.26 no.6
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• pp.682-691
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• 2011

The purpose of this research was to identify not only the effect of what consumers want from their brand identification and brand attachment, but also the effect of their perceived brand identification on their perceived brand attachment in the family restaurant setting. This research also investigated the causal relationship between a consumer's perceived brand attachment and brand loyalty. A total of 332 questionnaires were collected from customers who visited one of 4 nationallybranded family restaurants in Daegu. With the consent of the store managers of each family restaurant brand, students of Dongguk University helped respondents fill out questionnaires and collected the data. There were three major findings of this research. First, the benefits that consumers wanted were found to have a significant effect on their perceived brand identification and brand attachment. Second, the perceived brand identification of customers was found to have a significant effect on their perceived brand attachment. And third, the perceived brand attachment of customers was found to have a significant effect on their perceived brand loyalty. Also, consumer's benefits sought affected their perceived brand attachment through their perceived brand identification, and consumer's benefits sought and brand identification respectively influenced their perceived brand loyalty through their perceived brand attachment. Therefore, marketing managers or general managers of family restaurants should identify consumer benefits in order to increase sales and profits.

• Culinary science and hospitality research
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• v.23 no.1
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• pp.58-65
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• 2017

This study performed to test the effect of food neophobia on the formulated model on the relationships among perceived service attributes(food, employee, and physical attributes), brand trust, satisfaction and behavioral intention as perceived by franchise snack bar consumers. Total 299 respondents were used for statistical analysis and SPSS 21.0 and AMOS 21.0 program were employed. The findings of current study verified that food attribute among perceived service attributes has positively influence on brand trust and satisfaction, and the employee attribute has only effect on the brand trust. Additionally, the brand trust was critical predictor of satisfaction, but it was not significant antecedent of behavioral intention in context of franchise snack bar restaurant. Furthermore, this study found the moderating effect according to level of food neophobia on the designed hypothesizes, so it has been identified the importance of people's propensity about food neophobia can significantly effect on brand trust and satisfaction in franchise snack bar restaurant. These findings will contribute to provide meaningful suggestion to develop marketing strategic in franchise snack bar business as well as provide the theoretical evidence in the new segmentation.

• Korean journal of food and cookery science
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• v.26 no.6
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• pp.717-726
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• 2010

The purpose of this study was to measure customers' perception of brand personality and self-image of family restaurants and compare the congruity between brand personality and customer-perceived self-image according to customers' general characteristics. Self-administered questionnaires were completed by 377 customers, and data were analyzed by frequency, chi-square, paired samples t-test, factor, reliability, cluster, and discriminant analyses. Results of the study were as follows: factor analysis of brand personality and customer-perceived self-image as 5 factors, i.e., sincerity (10 variables), excitement (8 variables), competence (7 variables), sophistication (6 variables), and ruggedness(5 variables). As a result, the averages of brand personality and self-image of family restaurants were $2.93{\pm}0.39$ and $3.24{\pm}0.52$, respectively. Cluster analysis divided subjects into two groups according to congruity between brand personality and customer-perceived self-image of family restaurants: congruity group and incongruity group. The two groups were differed from one another in general characteristics. Limitations and future research directions are also discussed.

• The Journal of the Korea Contents Association
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• v.6 no.10
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• pp.72-79
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• 2006

The purpose of this study is 1) to find out what brand personality should be selected in the Korea brand(Nolbu, Donday) and Foreign brand(TGI Fridays, Outback steakhouse), 2) to explore how the brand personality affects the store personality, that is, brand preference and revisiting which is related to the firm's overall sales. Therefore, useful tools for attracting and retaining core customers will be provided to decision-makers. The findings are summed up as follows: Successful, wholesome, and hard-working are the most significant variables in the brand personality. Also intimate factors(friendly, honest, darling) stand out high brand preference and revisiting in the Korea brand restaurants. In foreign brand restaurants, western, friendly, and young are highly recognized in brand personality. Both cheerful factors(cheerful, charming) and successful factors(successful, leader, confident) have the greatest impact on high brand preference and revisiting intent. The findings offer important insights: First, the concept of restaurant should be overlapped with style of core customers in the Korean brand restaurants. Second, entertainment factors like cheerful atmosphere should be reinforced in the foreign brand restaurants.