• Title/Summary/Keyword: 브랜드태도

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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.

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.

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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A Study on the Influence of Customer Mileage Utilization Characteristics of a Service Company on Brand Attitude, Brand Loyalty, and Reuse Intention - Focused on the Substitute Operator (서비스기업의 고객 마일리지이용특성이 브랜드태도, 브랜드충성도, 재이용의도에 미치는 영향 연구 -대리운전 이용자를 중심으로)

  • An, Se-Hong
    • The Journal of the Korea Contents Association
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    • v.20 no.1
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    • pp.202-216
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    • 2020
  • In this study, we studied the utility and value of the mileage program as a strategy to strengthen the relationship with customers in the surrogate operation industry. To this end, we conducted a survey of 1,000 customers who used the service more than once, mainly from D company, which has operated the agency operation business for more than 20 years, and analyzed 309 sincerely respondents. Five characteristics of mileage use (emotional benefits, ease of use, economic usefulness, effort to acquire, variety of benefits). Two parameters (brand attitude, brand loyalty) were set, and the dependent variable was set for reuse. As a result of hypothesis test, emotional benefit, convenience of use, and economic usefulness were significant in terms of brand attitude and brand loyalty, and acquisition effort and benefit diversity did not show significant results. The results of this study showed that the surrogate operation industry should strive to strengthen the emotional benefits, convenience of use, and economic usefulness to customers in order to strengthen the relationship with the customers.

The Relationship among Golf Wear Selection Attributes, Customer Satisfaction, Brand Attitude and Repurchase Intention (골프의류 선택속성과 고객만족, 브랜드태도 및 재구매의도의 관계)

  • Kim, Jae-Hwan;Kim, Joo-Young
    • Journal of Digital Convergence
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    • v.15 no.6
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    • pp.467-479
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    • 2017
  • The purpose of this study was to identify the relationship among golf wear selection attributes, customer satisfaction, brand attitude and repurchase intention In order to achieve this purpose, 204 spectator were selected from department of golf at university and golf wear store in seoul by the convenience sampling method. The instrument for data collection was a questionnaire whose validity was evaluated by an expert group and whose reliability was judged from the cronbach's alpha values ranging from .826 to .945 The results first, it showed that aesthetics and dailiness of golf wear selection attributes had positive effect on customer satisfaction. Second, it showed that customer satisfaction had positive effect on brand attitude. Lastly, it showed that customer satisfaction had positive effect on repurchase intention. Therefore, golf wear firms should understand what consumers' Selection Attributes. And they should devise effective strategies.

Discussion on'How Advertising Works': Review and Suggestions (광고효과모형에 관한 문헌연구: 모형의 검토와 제언)

  • Soh, Hyeonjin
    • The Journal of the Korea Contents Association
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    • v.13 no.12
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    • pp.986-994
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    • 2013
  • With reviewing major advertising effect models, this research aimed to describe the accepted view of how advertising works, to discover the limits of current advertising effects research paradigm and to suggest the solutions. The results show that current advertising research has been mainly focused on brand attitude but other advertising effects have been neglected. Due to radically changing advertising media, the author proposes that new perspectives on the advertising effect are needed such as brand perception, brand familiarity and brand salience.

Professional baseball PPL advertising attributes Brand Awareness, Brand Attitude and Behavioral Influence (프로야구 PPL광고속성이 브랜드인지, 브랜드태도 및 행동의도에 미치는 영향)

  • Nam, Jae-Jun;Lee, Jea-Woog
    • Journal of the Korean Applied Science and Technology
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    • v.37 no.4
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    • pp.1052-1065
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    • 2020
  • This study analyzed the effects of professional baseball PPL advertising speed on brand awareness, brand attitude, and behavioral intention for professional baseball consumers. The purpose of this study is to present a method that can be used as a variety of marketing utilization strategies of professional baseball teams and parent companies. This study was conducted on 411 professional baseball consumers. For data processing, frequency analysis, reliability analysis, reliability analysis, and multiple regression analysis were performed using SPSS 25.0 Window Version. Then, the average variance extraction index (AVE) and construct validity (CR) were calculated to verify convergent validity and discriminant validity. In addition, confirmatory factor analysis (CFA) was performed using AMOS 25.0. As a result, first, it was found that entertainment, informativeness, and discomfort, which are sub-factors of PPL advertisement speed, have a significant effect on brand recognition. Second, entertainment, information, and discomfort, which are sub-factors of PPL advertising speed, have a significant effect on brand attitude. Third, entertainment, informativeness, and discomfort, which are sub-factors of PPL advertisement speed, have a significant effect on behavioral intention. Fourth, it was found that brand awareness and brand attitude have a significant effect on behavioral intention.

The Effect of Sports Brand Self-Image Congruity and Affect on Brand Attitude and Purchase Intension (스포츠 브랜드의 자아이미지 일치성과 감정이 브랜드태도와 구매의도에 미치는 영향)

  • Yim, Ki-Tae
    • Journal of the Korea Convergence Society
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    • v.9 no.12
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    • pp.151-157
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    • 2018
  • The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.

The Influence of a Brand Image on consumer's Attitude and Loyalty to the Brand -in special reference to coffee houses- (브랜드 이미지가 브랜드 태도 및 충성도에 미치는 영향 -커피전문점을 중심으로-)

  • Ha, Dae Yong;Kim, Eun Jin
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.14 no.5
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    • pp.2198-2206
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    • 2013
  • Coffee houses' key factors to succeed in the market are not only a basic element -the taste of coffees- but also brand image, satisfaction and consumer fidelity that food service industries take into account overall. The goal of this study is to find out the relations among brand image, brand attitude and fidelity. To this end, coffee was selected among other products due to its characteristic that the difference of its quality between brands is not very noticeable. Through an analysis of each coffee house's brand image in this saturated coffee market, the influence of brand image on consumers' preference was found out. In this process, not only a strategy for each coffee house's growth and development but also the relations between brand image, brand attitude and brand fidelity would be researched, resulting in a creation of more systematic strategies.

The Effect of Foodservice Brand Extentsion on Purchase Intention - Focusing on the interactions among Parent-brand Attitude, Fit and Perceived Risk (외식 브랜드 확장 시 구매의도에 미치는 영향 : 모 브랜드 태도, 적합성, 지각된 위험과의 상호작용을 중심으로)

  • Seo, Kyung-Hwa;Lee, Soo-Bum
    • Culinary science and hospitality research
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    • v.17 no.1
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    • pp.93-109
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    • 2011
  • This study explores the effect of parent-brand attitude on the purchase intention of an extended brand for expanding a foodservice brand and the interaction effect between parent-brand attitude and perceived risk by fit for the purchase intention of an expanded brand using the proof analysis. As a result, the main effects among parent-brand attitude(F(1,295)=12.012, p<0.01), fit(F(1,295)=17,758, p<0.001), perceived risk(F(1,295)=12.570, p<0.01) and the purchase intention of an expanded brand were significant statistically. Also, for the purchase intention of an expanded brand, not only the effect of interactions between parent-brand attitude and perceived risk(F(1,295)=5.782, p<0.05) but the effect of interactions among parent-brand attitude, fit and perceived risk(F(1,295)=6.068, p<0.05) were significant. In addition, there was difference between parent-brand attitude to purchase intention and the interaction effect of perceived risk by the fit of an extended brand.

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