Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effects of PPL Attributes on Consumers' Brand Awareness and Brand Credibility

외식브랜드 PPL의 속성이 브랜드 인지도, 신뢰도에 미치는 영향

  • Choe, Eunju (Departmenet of Culinary Arts, Foodservice Management Major, Woosong University) ;
  • Choi, Jinkyung (Departmenet of Culinary Arts, Foodservice Management Major, Woosong University)
  • 최은주 (외식조리학부, 외식산업경영전공우송대학교) ;
  • 최진경 (외식조리학부, 외식산업경영전공우송대학교)
  • Received : 2018.10.18
  • Accepted : 2018.12.24
  • Published : 2018.12.31
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Abstract

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

Keywords

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Proposed study model

Demographic profiles of respondents

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Results of explatory factor analysis

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Results of multiple regression analysis between PPL attributes and brand awareness

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Results of multiple regression analysis between PPL attributes and Brand credibility

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Regression analysis results between restaurant brand awareness, brand credibility and brand loyalty

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