• Title/Summary/Keyword: Brand Reputation

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Exploratory Study on Effects of Restaurant Attributes on Perception of Price and Brand Reputation - Comparison Between Locals and Tourists -

  • Yi, SungPo;Choi, Jinkyung
    • Journal of the Korean Society of Food Culture
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    • v.27 no.5
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    • pp.481-489
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    • 2012
  • This study examines the effects of restaurant attributes on customers' perceptions of price and brand reputation. Four restaurant attributes were used to represent restaurant quality. Multiple regression was conducted to measure the relationships between the four restaurant attributes and price and brand reputation. Further, an independent T-test was used to compare differences between perceptions of locals and tourists with regard to restaurant quality under two categories (price and brand reputation) after they selected a restaurant. Results of this study revealed that residency did not have a significant impact on customers' perceptions of price or brand reputation, whereas restaurant attributes did have an impact. Taste was a predictor of perceived price, whereas service and atmosphere were predictors of brand reputation. In addition, comparison of restaurant attributes between locals and tourists showed that sanitation and service were significantly different in accordance with price and atmosphere, whereas taste and service were significantly different in accordance with brand reputation. Locals showed higher means for each restaurant attribute compared to tourists.

The Influence of Brand Reputation and Chronic Regulatory Focus on the Non-similar Brand Extension (브랜드명성과 성향조절초점이 비유사 브랜드확장에 미치는 영향)

  • Kwon, Hyeok-Yoon;Kim, Sang-Dae
    • Journal of Digital Convergence
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    • v.11 no.2
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    • pp.167-174
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    • 2013
  • In this study, we intended to show the interaction effect between brand reputation and chronic regulatory focus, and intended to show mederatory effect as an interaction as well as the main effect of two variable. To this end, Pulmuone(a high level of brand reputation) and Green(a low level of brand reputation) as parent brand and cosmetics as extention product were selected. The results of the study are as follows: The first, on brand extension evaluation, a high level of brand reputation was more positive than a low level of brand reputation. The second, brand extension evaluation was mere positive in the promotion focus group than in the prevention focus group. The third, In case of high level of brand reputation, there was no significant differences between the prevention focus group and the promotion focus group in brand extension evaluation. On the other hand, low level of brand reputation, there was significant differences between two variables. Therefore, we found the interaction effect between promotion focus group and prevention focus group.

The Effect of Brand Reputation on Stock Price: Focused on Game Firms (브랜드 평판이 주가에 미치는 영향: 게임 기업을 중심으로)

  • Rhee, Chang Seop;Rhee, Hyunjung;Woo, Sohee
    • The Journal of the Korea Contents Association
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    • v.19 no.4
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    • pp.1-11
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    • 2019
  • Recently, the importance of not only financial factors from financial statements but also non-financial factors such as consumers' evaluation and loyalty to game content is more emphasized when assessing the value of game companies. In this study, we suggest the brand reputation index as an appropriate measure of a game company's valuation and examine the effect of the brand reputation on game companies' stock price using the observations of Korean major 30 game companies. From the empirical results, we find that there is a significantly positive association between the brand reputation index and the game companies' stock price. This explains that the brand reputation of game companies can directly affect their firm value. The findings are expected to contribute to capital markets and academia as they have presented empirical evidence of the importance of brand reputation as a non-financial measure for the valuation of game companies.

Effects of Service Experience and Brand Reputation on Intention by Word of Mouth : Focused on Beauty Salon Service (서비스 경험과 브랜드 명성이 구전의도에 미치는 영향: 미용실서비스를 중심으로)

  • Ko, Sung-Hyun;Yeo, Jun-Sang
    • Journal of Fashion Business
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    • v.13 no.4
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    • pp.51-59
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    • 2009
  • The purpose of this research is to investigate the influences of service experience and brand reputation on intention by word of mouth(WOM) when consumers get experiences at beauty salon. We made 2(valence of service experience: positive/negative) ${\times}$ 2(brand reputation level: high/low) subjects experimental design in order to find reason that there is a significant difference of intention by word of the mouth between positive experience condition and negative experience condition. Also we tried to find the interaction of two factors. To test our hypothesis, an experiment was performed on 68 university students in seoul area. Specifically, we used 2-way ANOVA and planned contrast method through SPSS 12.0 procedure. As a result, a two-way ANOVA demonstrated a significant main effect of service experience, which means that people more intend to make WOM when they experience a negative service than a positive service. Also the ANOVA showed a significant interaction effect between service experience and brand reputation, which represents that people more intend to make WOM for high-reputed(low-reputed) brand than low-reputed(high-reputed) brand when they encounter negative(positive) services.

Effects of Customer Relationship Quality, Customer Perceived Power, and Brand Reputation on Complaint Behaviors (서비스 실패 상황에서 고객관계 품질, 고객 파워, 브랜드 명성이 불만 행동에 미치는 영향)

  • Choi, Soon-Hwa
    • Journal of Distribution Science
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    • v.14 no.9
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    • pp.111-120
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    • 2016
  • Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions - The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the 'love becomes hate' effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers' complaining behaviors. This is more significant for companies with strong brand reputations.

The Effects of Environmental Evidence and Experiences on Brand Attitude: Focused on a Moderator Role of Brand Reputation in Korean Restaurant (한식레스토랑에서의 환경단서와 체험요인이 브랜드태도에 미치는 영향: 브랜드명성의 조절역할을 중심으로)

  • Yoo, Young-Jin
    • The Journal of the Korea Contents Association
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    • v.14 no.1
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    • pp.488-504
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    • 2014
  • The purpose of this study was to identify whether environmental evidence and experiences respectively could affect brand attitude in Korean restaurant. Also, this study investigated a moderating effect of brand reputation in the causal relationship between environmental evidence and brand attitude and, between experiences and brand attitude. Questionnaires were given to a sample of customers who visited branches of H or B Korean restaurant brand which ranked within 20th in sales volume among Korean restaurant brands. A total of 353 questionnaires were analyzed with hierarchical regression analysis using SPSS/PC+. There were four major empirical research findings. Firstly, among components of environmental evidence, space, aesthetics, cleanliness and pleasance affected brand attitude. Secondly, all components of experiences, act, relate, think and feel affected brand attitude. Thirdly, brand reputation had a moderating role in the causal relationship between aesthetics dimension and brand attitude, but space, cleanliness, convenience and pleasance dimensions did not have a moderating role of brand reputation to the relationship of brand attitude. Fourth, brand reputation had a moderating role in the causal relationship between act and brand attitude, but relate, think and feel didn't have a moderating role of brand reputation to the relationship of brand attitude. Based on these findings, marketers of Korean restaurants were recommended to strengthen environmental evidence and experiences. Also, they are advised to strengthen brand reputation with use of marketing.

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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Impact of Negative Review Type, Brand Reputation, and Opportunity Scarcity Perception on Preferences of Fashion Products in Social Commerce (소셜커머스에서 부정적 리뷰 유형, 브랜드 명성, 기회희소성지각이 패션제품 선호도에 미치는 영향)

  • Joo, Bora;Hwang, Sunjin
    • Journal of Fashion Business
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    • v.20 no.4
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    • pp.207-225
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    • 2016
  • This study aims to analyze the impact of negative review type, brand reputation and opportunity scarcity perception, on preferences of fashion products in social commerce. For the above evaluation, we used the 2 (negative review type: objective/subjective) ${\times}2$ (brand reputation: high/low) ${\times}2$ (opportunity scarcity perception: high/low) model, designed with three mixed elements. We enrolled 260 women in their 20s and 30s, who live in Seoul and have used social commerce; a final total of 207 subjects were considered for analysis. The data were analyzed using the SPSS 18 program and reliability test, t-test and three-way ANOVA were performed. Following observations were made: First, preferences were higher when the subjects read objective negative reviews than subjective negative reviews, and when a fashion product was from a brand of high reputation than a brand of low reputation. Second, the interaction effect between negative review type and brand reputation was greater among the subjects whose opportunity scarcity perception is high, than those having low opportunity scarcity perception. Thus, we conclude that the social commerce should encourage consumers to write more objective reviews, and fashion brands should manage their reputations well. Also, social commerce can use scarcity messages aggressively to increase preferences of global fashion luxury goods, which is actively marketed in social commerce since 2015.

The Effect of Technology Infringement on Consumer's Attitude Change Depending on Brand Reputation: Focusing on the Under-dog Effect of Weak Brand (브랜드 명성에 따른 기술 침해에 대한 소비자의 태도 변화: 약자 브랜드의 언더독 효과를 중심으로)

  • Kim, Keon-Woo;Park, Do-Hyung
    • The Journal of Information Systems
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    • v.27 no.4
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    • pp.167-187
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    • 2018
  • Purpose The purpose of this study is to confirm the factors for explaining the consumer behavior when occur patent litigation and technology infringement of each conditions which are brand reputation gap, technology importance and technology leakage attribution based on the Attribution Theory. Design/methodology/approach This study made a design of the research model by 2x2x2 factorial design deducted and performed 3-way ANOVA then analyzed 2-way AVOVA with brand reputation gap as center from technology importance and technology leakage attribution on the basis of the Attribution Theory. Findings According to the empirical analysis result, this study confirmed that consumer attitude has no difference regardless of technology leakage attribution when top-dog vs. under-dog situation and top-dog vs. top-dog situation. Also, this study confirmed that when under-dog infringe important technology, consumer show more positive attitude than the other. On the other hand, top-dog infringe important technology, consumer show more negative attitude than the other.

A Research on the Effect of Foreign Passengers' Satisfaction on Specialized Cabin Services on Long Haul Flight to Their Loyalty through Airline's Brand Asset (장거리노선 기내특화서비스에 대한 외국인 승객의 만족도가 항공사의 브랜드 자산을 매개로 하여 고객충성도에 미치는 영향에 대한 연구)

  • Kim, Kwang Il;Gwon, Eun Hyeong;Kim, Kee Woong;Park, Sung Sik
    • Journal of the Korean Society for Aviation and Aeronautics
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    • v.21 no.3
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    • pp.65-77
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    • 2013
  • A high brand reputation of a airline means the airline is preferred by passengers because of its unique services being even better than others. This is why airline's specialized services are important in that those services would create a new brand value and build up the airline's brand image, being enable to have competitive advantage over other airlines, to provide satisfied services, to have a mutual trust between passengers and the airline and to create customer's loyalty. A-Airline have been trying to give passengers a joy of flight by providing its customized and specialized cabin services out of airlnes' stereo-typed services.Therefore this paper will find out how their satisfaction of the cabin services have a positive impact on customer loyalty through brand image, brand reputation, brand identity and brand attraction. Those services would not only contribute to upgrade A-airline's corporate image but show the way to which the cabin service is heading also.