• Title, Summary, Keyword: 브랜드태도

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The Influences of Service Quality on Brand Image and Brand Attitude (항공사 서비스품질이 브랜드 이미지, 브랜드태도에 미치는 영향과 항공사 유형에 따른 인식의 차이에 관한 연구)

  • Park, Hye-Yoon
    • The Journal of the Korea Contents Association
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    • v.16 no.6
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    • pp.374-386
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    • 2016
  • This research has analyzed the influences of Service quality on Brand image, Brand attitude and Behavioral intentions. And it is also investigate how is brand image and attitude effects behaviors on customers to choose airline. This research have valuable data in order to establish the strategy how airlines can introduce themselves to customers. Based on the statistic results, We are able to find out the meaningful differences. Airline's Service Quality cause the positive influences on brand image, brand attitude and behavioral intentions. This research has several implications such as what kind of strategies airline needs focused on in order to improve passenger's satisfaction.

Relationships of Parent Brand Attitude and the Evaluation Level of Brand Extension by Distribution Channel Types (유통경로 유형별 모 브랜드태도와 브랜드확장 평가도의 관계)

  • Youn, Soung-Jung
    • The Journal of the Korea Contents Association
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    • v.9 no.10
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    • pp.349-359
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    • 2009
  • This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

Influence upon Brand Commitment, made by Dual Channel of Brand Attitude and Brand Attachment through On-line Brand Experience (온라인 브랜드 체험을 통한 브랜드 태도와 브랜드 애착의 이중 경로가 브랜드 몰입에 미치는 영향)

  • Kim, Jae-Young
    • Management & Information Systems Review
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    • v.29 no.3
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    • pp.123-146
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    • 2010
  • This study is to examine what role is played on formation of brand attitude and brand attachment by the 3 types of brand experiences (rational experience, emotional experience and relate experience) undergone through an on-line brand community site. Also, the study aims to have a positive investigation on what influence is given to brand commitment by the brand attitude and the brand attachment formed through brand experience. The study result reveals that rational experience gives influence rather to brand attitude than brand attachment. On the other hand, it shows that emotional experience gives meaningful influence rather to brand attachment than brand attitude. It also shows that relate experience gives stronger influence to brand attachment than brand attitude. Next, a positive analysis is conducted to find out what difference of influence the brand commitment gives to brand attitude and brand attachment formed through brand experience. The analysis result shows that brand attitude does not give affect to brand commitment but brand attachment gives affect to brand commitment.

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The Effects of Private Brand Value on Brand Trust, Brand Attitude and Brand Loyalty (유통업체 브랜드 가치가 브랜드 신뢰, 브랜드 태도, 브랜드 충성도에 미치는 영향에 관한 연구)

  • Park, Jong-Oh
    • Journal of Digital Convergence
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    • v.11 no.8
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    • pp.159-173
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    • 2013
  • The purpose of this study examines the relationship among private brand value, brand trust, brand attitude and brand loyalty. Theoretical studies and the current study indicate that private brand loyalty is influenced by brand value, brand trust, and brand attitude. Through the empirical survey undertaken for this study, it was found that emotional value, social value, functional value, and brand trust including brand attitude influence brand loyalty. The results of empirical analysis can be summarized by the following: First, private brand value had a significant direct effect on brand trust and brand attitude. Second, emotional value and functional value had a positive effect on brand trust and brand attitude. Further, social value had a significant direct effect on brand attitude. And social value had a significant indirect effect on brand attitude through brand trust. Third, brand trust had a significant direct effect on brand attitude. And brand trust had a significant indirect effect on brand loyalty through brand attitude. Fourth, brand attitude had a positive effect on brand loyalty. Therefore, These finding will spawn both academic and practitioner interest in the private brand value and serve as a foundation for further research in this important area.

Structural Relationship among Presence, Enjoyment, Brand Attitude and Purchase Intention of Augmented Reality-Based Sports Brand Advertising (증강현실 스포츠브랜드 광고의 프레즌스, 즐거움, 브랜드태도와 구매의도의 구조적 관계)

  • Heo, Chul-Moo
    • Journal of Digital Contents Society
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    • v.19 no.3
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    • pp.461-470
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    • 2018
  • The purpose of this study was to examine the relationship among presence, enjoyment, brand attitude, and purchase intention of sports brand advertising based on augmented reality. The results are as follow. First, presence influenced positively on enjoyment perceived by sports brand advertising based on augmented reality. Second, presence influenced positively on brand attitude of sports brand advertising based on augmented reality. Third, enjoyment perceived by sports band advertising based on augmented reality influenced positively on brand attitude. Fourth, enjoyment perceived by sports brand advertising based on augmented reality influenced positively on purchase intention. Fifth, brand attitude influenced positively on purchase intention.

Relative Influence of Ad Attitude and Brand Cognition On the Brand Attitude - Focused On Direct Comparative, Indirect Comparative, and Noncomparative Ad - (광고 태도와 브랜드 인지가 브랜드 태도에 미치는 상대적 영향력에 관한 연구 -직접비교 광고, 간접비교 광고와 일반광고의 비교-)

  • Kim, Sung-Jae;Yu, Ming-Ji
    • The Journal of the Korea Contents Association
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    • v.9 no.8
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    • pp.341-349
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    • 2009
  • This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(Brand cognition) on brand attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the brand cognition is dominant in determining brand attitude. In indirect comparative advertising context brand cognition is also dominant in determining brand attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining brand attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising.

The Effects of Servicescape, Brand Reputation and Experiences on Brand Attitude and Loyalty in Korean Restaurants (한식레스토랑의 서비스스케이프, 브랜드명성 및 체험유형이 브랜드태도와 충성도에 미치는 영향)

  • Lee, Na-Rae;Ha, Dong-Hyun
    • Culinary science and hospitality research
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    • v.19 no.3
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    • pp.173-193
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    • 2013
  • This study was conducted to investigate the effects of servicescape factors(space, convenience, aesthetics, comfortableness, cleanliness), brand reputation and experiences factors(feel, think, act, relate) on emotional and cognitive reactions of visitors to Korean restaurants. It also investigated the relationship between emotional and cognitive reactions and brand loyalty. A total of 353 questionnaires were analyzed using the factor analysis, a reliability test, and structural equation modeling analysis. The results revealed that space, aesthetics and comfortableness were positively related to emotional reaction, and convenience and cleanliness were related to cognitive reaction. This study also found that brand reputation was positively related to emotional and cognitive reactions. Moreover, it was found that think was positively related to emotional reaction, and feel, think, act and relate were positively related to cognitive reaction. Finally, cognitive reaction was positively related to loyalty. Therefore, Korean restaurant marketers should introduce or strengthen servicescape, brand reputation and experiences, which increases brand attitude or loyalty.

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A Study on the Effect of Web Drama PPL Advertising -Focus on Actor Awareness and Perceived Fit (웹드라마 PPL 효과에 관한 연구 -웹드라마와 브랜드의 지각된 적합성과 배우 인지도와의 상호작용 효과를 중심으로)

  • Bae, Kyung Yoon;Han, Eun-Kyoung
    • Journal of Digital Convergence
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    • v.18 no.6
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    • pp.411-418
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    • 2020
  • The purpose of this study was to examine the influence of actor awareness on advertising effect, and to find out whether there is a moderation effect between actor awareness and perceived fit of PPL brand and drama. For this purpose, this research conducted an experimental study through the treatments. A total of 452 participants attended to the experimental study and responded to the questionnaire. As a result, the awareness of the actor did not affect the ad attitude, but it influenced the brand attitude significantly. The perceived fit between PPL brand and drama influenced both the ad attitude and brand attitude significantly. The interaction of actor awareness and perceived fit was significant in ad attitude but not in brand attitude. In addition, purchase intention increased as the attitude toward ad and brand was positive. The purpose of this study is to contribute to establishing a PPL profit strategy for web dramas by examining the relationship between actor awareness and advertising effects, and the moderating effect of perceived fit between PPL brand and drama.

The Effectiveness of Image and Attitude on Extension Brand Loyalty in the Foodservice Industry (확장된 외식브랜드이미지와 브랜드태도가 브랜드충성도에 미치는 영향에 관한 연구)

  • Kwon, Kum-Tack
    • Management & Information Systems Review
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    • v.28 no.2
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    • pp.1-19
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    • 2009
  • In the severely competitive market, brand extension strategy has become a key strategy to the companies that are trying to expand in the new market and to cut down the marketing cost. In conclusion, following results are deduced. First, hypothesis 1(H-1) refers to the relationship between image of extension brand and attitude of extension brand, and it shows path-coefficients value of 0.43, and t-value of 4.21 which supports the hypothesis statistically. Second, H-2 is the result of the analysis of relationship between attitude of extension brand and loyalty of extension brand and consequently the hypothesis is supported by the path-coefficients value of 0.29 and t-value of 3.08. The results of this study provided very useful information for both foodservice industry and academics. At first, in the theocratical point of view, this study suggests a new concept the foodservice brand extension. Consequently in marketing point of view, the results of this study recommend several strategies of foodservice brand extension using foodservice image, attitude and loyalty.

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A Study on the Effect of Airline Brand Evidence on Brand Value, Brand Trust, Brand Attitude, and Word-of-mouth Intention (항공사의 브랜드 증거가 브랜드 가치, 브랜드 신뢰, 브랜드 태도 및 구전 의도에 미치는 영향에 관한 연구)

  • Lee, Jin-Young;Kim, Ki-Woong;Kim, Geun-Su
    • Journal of Convergence for Information Technology
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    • v.9 no.10
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    • pp.71-80
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    • 2019
  • The purpose of this study is to analyze the effects of brand evidence on brand value, brand trust, brand attitude and word of mouth intention. To achieve the purpose of the study, a research model and hypothesis were established based on previous studies, and survey was conducted on 222 passengers who had used the airline. As a result of the analysis, sub-factors of airline brand evidence had a positive impact on brand value. Except for employee services, perceived prices, core services, brand names, and brand logo had a positive impact on brand value. Brand value had a significant positive effect on brand trust and brand attitude. It was also found that brand trust had a significant influence on brand attitude. This study examined the extended range by adding the brand logo as a sub-factor of brand evidence, and it is considered necessary to study including brand emotion in next study.