Effects of What Consumers Want in Brand Identification, Brand Attachment, and Customer Loyalty in Family Restaurants

패밀리 레스토랑에서의 추구혜택이 브랜드 동일시, 브랜드애착과 브랜드 충성도에 미치는 영향

  • Jeon, Gwee-Yeon (Department of Child and Family Studies, Kyungpook National University) ;
  • Lee, Eun-Ju (Department of Child and Family Studies, Kyungpook National University) ;
  • Ha, Dong-Hyun (Department of Hotel.Convention Management, Dongguk University at Gyeongju)
  • 전귀연 (경북대학교 아동가족학과) ;
  • 이은주 (경북대학교 아동가족학과) ;
  • 하동현 (동국대학교 호텔.컨벤션경영학과)
  • Received : 2011.08.16
  • Accepted : 2011.11.29
  • Published : 2011.12.30


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.


  1. Aaker JL. 1999. The Malleable Self: The role of self-expression in persuasion. Journal of Marketing Research 36(1):45-57
  2. Bowlby J. 1979. The making and breaking of affectional bonds. Tavistock. London. p 76
  3. Buschken J. 2004. Higher profits through customer lock-in. Thomson. Mason. pp 17-25
  4. Dick AS, Basu K. 1994. Customer loyalty: Toward an integrated conceptual framework. Journal of Academy of Marketing Science 22(2):99-113
  5. Dolich IJ. 1969. Congruence relationships between self images and product brands. Journal of Marketing Research 6(2):80-84
  6. Escalas JE. 2004. Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology 14(1/2):168-180
  7. Fournier S. 1998. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research 24(4):343-373
  8. Graeff TR. 1996. Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing 13(3):4-18
  9. Grisaffe DB, Nguyen HP. 2011. Antecedents of emotional attachment to brands. Journal of Business Research 64(10):1052-1059
  10. Grohmann B. 2009. Gender Dimensions of brand personality. Journal of Marketing Research 46(1):105-119
  11. Hair Jr. JF, Andreson RE, Tatham RL, Black WC. 1998. Multivariate Data Analysis. Prentice Hall. Englewood Cliffs. p 245
  12. Han SS, Yeom SW. 2006. A preliminary study on the formative path of brand attachment: With focus on the developing a hypothetical path model. Advertising Paper 8(4):167-200
  13. Hwang JS. 2008. The relationships among clothing benefits sought, brand attachment, and brand loyalty. Journal of the Korean Society of Clothing and Textiles 32(11):1704-1714
  14. Hughes RE. 1976. Self-concept and brand preference: A partial replication. The Journal of Business 49(4):530-541
  15. Keller LK. 2001. Building customer-based brand equity. Marketing Manaement 10(2):15-19
  16. Kim HR, Lee MK, Kim NM. 2005. Determinants and consequences of the brand attachment. Journal of Consumer Studies 16(3):45-65
  17. Kim SH, Kang JY. 2005. Effects of consumer characteristics on benefits sought and importance in attributes of durable goods: Emphasis on consumer innovativeness, social sensitivity, and consumer knowledge. Korean Journal of Marketing 20(4):209-226
  18. Lee JY. 2003. A study on the effect of brand identification on brand loyalty: Focus on the moderating role of brand affect. Masters degree thesis. Seoul National University. pp 3-46
  19. Lee JE. 2008. Restaurant benefit sought and selection attributes based on customer characteristics. Masters degree thesis. Ewha Womans University. pp 5-40
  20. Malar L, Krohmer H, Hoyer WD, Nyffenegger B. 2011. Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing 75(4):35-52
  21. O'Brien L, Jones C. 1995. Do rewards really create loyalty? Harvard Business Review 73(3):75-82
  22. Oliver RL. 1999, Whence consumer loyalty? Journal of Marketing 63(4):33-44
  23. Park CS. 2010. Principles of marketing. Bobmunsa. Seoul. p 167
  24. Reichheld FF. 1996. The loyalty effect. Harvard Business School Press. Boston. pp 35-42
  25. Sirgy MJ. 1982. Self-concept in consumer behavior: A critical review. Journal of Consumer Research 9(3):287-300
  26. Thomson MD, MacInnis DJ, Park CW. 2005. The ties that bind: Measuring the strength of consumer emotional attachment to brands. Journal of Consumer Psychology 15(1):77-91
  27. Tsai Shu-pei. 2011. fostering international brand loyalty through committed and attached relationships. International Business Review 20(5):521-534
  28. Van de Ben AH, Ferry DL. 1980. Measuring and Assessing Organization. McGraw-Hill. New York. p 78
  29. Wylie RC. 1979. The self-concept: Theory and research on selected topics Vol 2. University of Nebraska Press. Lincoln. pp 145-165
  30. Yeom JH. 2010. Relations between the image of an endorser of a professional golf player, advertisin attitude, brand identification, brand attachment and brand loyalty. Journal of Sport and Leisure Studies 42(1):381-396
  31. Yi YJ, La SN. 2002. Brand personality-brand identification-brand equity model: An exploratory study on the difference between users vs. non-users. Korean Journal of Marketing 17(3):1-33