Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effects of Brand Personality on Brand Awareness/Association, Brand Emotion-Relationship, Brand Image and Brand Loyalty in Family Restaurant of Ulsan and Daegu

울산 및 대구지역 레스토랑의 브랜드 퍼스넬리티가 브랜드 인지${\cdot}$연상, 브랜드 감성-관계 및 브랜드 이미지 및 브랜드 애호도에 미치는 영향

  • Lee, Soo-Boo (Department of Food Service Industry, Catholic University of Daegu) ;
  • Yoo, Young-Jin (Department of Food Service Industry, Catholic University of Daegu) ;
  • Ha, Dong-Hyun (Department of Hotel Convention Management, Dongguk University at Gyeongju)
  • 이수부 (대구가톨릭대학교 식품외식산업학부) ;
  • 유영진 (대구가톨릭대학교 식품외식산업학부) ;
  • 하동현 (동국대학교 호텔 컨벤션경영학과)
  • Published : 2008.04.30
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Abstract

The present study assessed how restaurant brand personality affected customer’s awareness/association, emotional-relationship and image, and how these factors influenced brand loyalty. As well, the influence of restaurant brand personality to brand loyalty was assessed. The model was tested in family restaurants in the metropolitan cities of Ulsan and Daegu. Between January 1 and February 28, 2007, questionnaires were distributed to restaurant patrons. A total of 274 questionnaires were statistically analyzed. Empirical results confirmed that restaurant brand personality increased brand awareness/association, brand emotional?relationship and brand image, and that these attributes increased brand loyalty. Restaurant brand personality affected brand loyalty. The research findings indicate that managers of family restaurants should pay attention to the emotional reaction of customers to their establishment. This involves employee actions that make dining a pleasurable experience.

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