Journal of Nutrition and Health

The Korean Nutrition Society (한국영양학회)
권호 표지

Causal-effect Analysis of Brand Equity Factors in Contract Foodservice Management Company in College and University in Incheon Area

위탁급식 전문업체의 브랜드 자산 구성 요인간 인과 관계 분석 - 인천지역 일부 대학생을 대상으로 -

  • Kim Hyun-Ah (Department of Food and Nutritional Science, Kyungnam University) ;
  • Yang Il-Sun (Department of Food and Nutrtion, Yonsei University) ;
  • Heo Eun-Jung (Department of Food Service Management, Graduate School of Human Environmental Sciences, Yonsei University)
  • 김현아 (경남대학교 식품영양학과) ;
  • 양일선 (연세대학교 식품영양학과) ;
  • 허은정 (연세대학교 생활환경대학원 급식경영전공)
  • Published : 2005.06.01
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Abstract

The purposes of this study were 1) to analyze the relationship between brand equity factors ie brand awareness, brand image, brand preference and brand loyalty and 2) to suggest the strategy for brand management of contract food service management company. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of $82.5\%$. For the statistical analysis, the descriptive analysis, factor analysis, pearson correlation analysis, and regression analysis were conducted by using SPSS Win (10.0). The results of this study showed that the following 5 hypotheses were supported. Hypothesis 1: The brand awareness of the contract foodservice company affects positively the brand image of that. Hypothesis 2: The brand image of the contract foodservice company affects positively the brand preference of that. Hypothesis 3: The brand awareness of the contract foodservice company affects positively the brand preference of that. Hypothesis 4: The brand preference of the contract foodservice company affects positively the brand royalty of that. Hypothesis 5: The brand image of the contract foodservice company affects positively the brand loyalty of that. As a conclusion, the brand awareness has a positive effect on the brand image and brand preference significantly, so it is recommended that the contract foodservice company should focus on improving the brand awareness as a brand strategy. And the brand preference and brand image have the significant effect on the brand loyalty. Therefore the company should strive to strengthen the brand loyalty though building brand preference and brand image, because the brand loyalty brings about the customer's more visiting the foodservices, which is directly related to the profitabilities of the contract foodservice management company.

Keywords

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