• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.5
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• pp.163-175
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• 2017

The purpose of this study is to find out how to improve the brand image and loyalty of cafe by recognizing that social culture of middle school cafe, which is an important service quality in cafe establishment, emerges as a main characteristic of new coffee business. First, reliability, confidentness, professionalism, accessibility, and socio - culturality of the service quality of coffee specialty shops improve brand image. Confidence and professionalism play an important role in enhancing brand loyalty, and brand image has a significant effect on brand loyalty. Respectively, Among the service quality, social culture has a strong influence on brand image but it is not a direct influence on brand loyalty. Second, in the relationship between brand loyalty of coffee service quality, brand image shows full mediation effect on reliability, partial mediation effect on confidence, professionalism, accessibility, socialcultural property, and mediation effect on response and empathy. Third, as a result of analyzing the moderating effects of coffee shop types on the relationship between service quality and brand image of coffee specialty shops, reliability, confidentiality, and accessibility are positive factors in the nationwide franchise. On the other hand, in the private $caf{\acute{e}}$, professionalism and socio-culturality are the main factors for improving the brand image. In the case of the local franchise, similar to the franchise in the country, the improvement of service quality for responsiveness and professionalism is a positive factor Respectively. As a result, nationwide franchise $caf{\acute{e}}s$ have priority in enhancing brand image and brand loyalty through accessibility and assurance of service quality. On the other hand, in case of local franchise $caf{\acute{e}}$, it can be seen that the service quality is enhanced and the brand image and brand loyalty can be further improved through service professionalism and accessibility. On the other hand, regional cafes are more important than national franchises or local franchise cafes, and a strategy to enhance customer loyalty is needed through service strategies emphasizing socio - cultural aspects.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.129-133
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• 2023

소상공업은 서민 경제의 근간을 이루는 중요한 부분으로서, 일반 대중과 가까이에 있으며 경제 환경에 가장 민감하게 반응한다. 또한 수적인 측면과 고용창출의 측면에서 대기업 혹은 중소기업만큼 우리 경제에 큰 영향을 미치고 있다. 그러나 국내 소상공인의 창업과 폐업현황을 살펴보면, 전체 창업률은 2.1%, 폐업률은 2.5%, 음식점 업종의 창업률은 2.8% 페업률은 3.1%로 조사되었다. 음식점 업종은 소상고인 폐업률이 가장 높은 업종이며, 음식점 중에서도 커피전문점은 창업률 3.2% 폐업률 4.5%로 창업과 페업이 빈번하게 반복되는 취약한 구조를 보인다. 이는 진입장벽이 낮은 업종은 대규모 소비시장이 아닌 특정 지역이나 계층에 대한 소규모의 무한한 시장을 형성하고 많은 자본이나 대규모 고용의 필요성이 낮다. 따라서 구체적인 사업계획서 없이도 창업하게 되어 운영을 위한 전문성이나 자금이 부족한 경우가 빈번하다. 소상공인으로 창업을 할 경우 창업프로세스가 전문성의 유무에 문제가 없기 때문에 용이하다. 그로인해 전문성이 없는 비전문가로 창업을 하는 경우가 비일비재이다. 대기업이다. 프랜차이즈에 비해 마케팅 믹스활동이 미흡한 것이 현실이다. 이에 고객이 인지하는 마케팅 믹스활동이 브랜드이미지와 브랜드 충성도에 미치는 영향으로 소상공인커피전문점의 마케팅 믹스활동을 중심으로 조사할 예정이다. 그리하여 비자발적 창업을 준비하는 커피전문점 소상공인에 시사점을 제공하여 창업 시 유의할 점을 파악하도록 할 것 이다. 본 연구는 설문조사를 통해 데이터를 수집한다. 대상은 소상공인을 이용하는 고객과 소상공인을 대상으로 마케팅믹스 7P's가 브랜드이미지와 브랜드 충성도에 미치는 영향을 파악하고자 한다.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.615-626
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• 2022

At present, there are a lot of theoretical studies on the theme of tea industry brand construction, but in the survey, it is found that the theory that can study the tea industry brand from the perspective of brand equity is extremely lacking. This paper takes Rizhao Green tea as the research object, focusing on the influencing factors of Rizhao Green tea brand equity from the perspective of consumers and the relationship between various factors. The results show that the brand equity of Rizhao Green tea is composed of brand awareness, regional association, quality perception and brand loyalty. There is a certain correlation between each dimension and has an impact on brand equity. There is a significant correlation between brand awareness and regional association. Brand awareness has no significant impact on quality perception. Regional association has a significant positive impact on quality perception and brand loyalty. Brand awareness and quality perception have a significant positive impact on brand loyalty. The research results can provide theoretical basis and practical guidance for the construction of Rizhao Green tea brand assets while making up for the lack of theoretical research in this field.

• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.433-443
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• 2010

This study aimed understanding the effects of brand image about a wine bar on guest behaviors. A data was collected from individuals who visited wine bars in Seoul, Korea. This study intended (1) to identify the dimensions of brand image about a wine bar by factor analysis, (2) to analyze the dimensions of guest loyalty and revisit intention. This study also examined 1) the effects of brand image about a wine bar on guest satisfaction, loyalty, and revisit intention, 2) the effects of guest satisfaction on guest loyalty and revisit intention, and lastly, the effect of guest loyalty on revisit intention. The results of this study revealed that (1) positive effects were found between the brand image about a wine bar and some dimensions of guest satisfaction, (2) positive effects were observed between the brand image about a wine bar and some dimensions of revisit intention, (3) the brand image about a wine bar had partially positive effects on guest loyalty, (4) guest satisfaction had a positive relationship with revisit intention, (5) guest satisfaction had a positive relationship with loyalty, and (6) positive relationship existed between loyalty and revisit intention.

• Management & Information Systems Review
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• v.29 no.4
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• pp.123-142
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• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.

• Management & Information Systems Review
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• v.37 no.4
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• pp.219-236
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• 2018

The purpose of this study is to investigate the effect of image of brand origin on brand related variables in the formation of attitude or loyalty of global brand, We tried to identify more influential relationships through sub-variables such as brand familiarity, brand identification, and brand attitude. This study presents the following results and implications. It is shown that the manufacturing ability image has no direct effect on brand identification, but the general image has a direct positive effect on brand identification. In addition, the manufacturing capability image and general image of brand origin have indirect effects on brand familiarity through brand identification without directly affecting brand familiarity. In addition, consumers are more likely to be more familiar with brands that they think are consistent with their own images, maintain a good attitude, and be more likely to be loyal to brands. Brand familiarity had a positive effect on brand attitude but not on brand loyalty. Familiarity showed a positive attitude, but it did not necessarily lead to strong repeat purchase or purchase.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.61-68
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• 2022

This study examines the impact of consumers' subjective perception on the quality loyalty of the Internet of things, explores academic innovation schemes, and puts forward business strategies for on-site optimization of the industry. The research methods use online survey methods for Chinese consumers who have used or bought Xiaomi IoT products. The results show that the inherent attributes of Internet of things products have an impact on brand image, and brand image has an impact on customer loyalty. Brand image shows complete media effect in the relationship between hyper-connectivity and customer loyalty of Internet of things products. For the enterprises that develop the Internet of things, obtaining the perceived brand image has a very important strategic significance in expanding the loyal customer base.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.92-103
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• 2017

This study compared and analyzed the effects and differences of sports brand and sport star's personality on brand attachment and brand loyalty. For this purpose, we conducted a questionnaire survey of university students in Busan and Gyeongsang provinces. A total of 316 copies were selected as valid samples for this study. For the data analysis method, using SPSS 18.0 version, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, corresponding sample t-test and multiple regression analysis were carried out. The results of this study are as follows: First, sports brand personality had a significant effect on brand attachment in order of interest, sophistication, and robustness. Second, the sport brand personality had a significant effect on behavioral loyalty in order of interest, sophistication, and robustness, and effect on attitudinal loyalty in order of robustness, interest, ability. Third, sports star personality had a significant effect on brand attachment in order of interest, trust, and sophistication. Fourth, sports star personality had a significant effect on behavioral and attitudinal loyalty in order of interest, trust and ability. Fifth, the analysis of the difference between sports brand personality and sports star personality showed that the difference between the mean values of all factors was statistically significant.

• Management & Information Systems Review
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• v.34 no.4
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• pp.121-139
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• 2015

This study examine the overlapping concepts among the brand performance variables such as brand trust, consumer-brand relationship, and brand loyalty in study one after divided consumer-brand relationship into 4 different variables, brand congruity, interdependence, brand nostalgia, brand love. Contrary to expectation, conclusion of factor analysis shows that there exist 4 factors based on eigenvalue. The variables such as brand experience, consumer-relationship, and brand love are divided into several variables and verified the validity of these concepts. We can easily witness this kind of situation because researchers use different scales on same variables Second study suggest brand love is concept that harder to accomplish than brand loyalty. Because the several fit indices of first model that indicate the simple relationships among brand trust, consumer-brand relationship, and brand loyalty are very low to accept, this study propose 4 different models. Conclusion shows that model 3b(love is placed last) is most acceptable thing. And this means love brands like people might be hardest thing to achieve.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.139-164
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• 2001

This study suggests several concepts on the brand role, brand loyalty, and stickiness on the web, and investigates the relationship between the stickiness/loyalty of the web brands and general characteristics of the web(interactivity, contents and community). This study also examines whether the web stickiness acts as mediating variable. As the result, the interactivity, contents, and community has positive effects on the web stickiness. This results shows that these are very important factors for valuable navigation activities and continuous and more frequent visits giving closer communication and rich contents to users. And the stickiness plays a role as mediating variable between this relationship, this is that interactivity, contents and community can be shift to the loyalty of the web-brand through this stickiness. This study suggests several effects on theoretical and practical area, and offers important theoretical backgrounds for the study of web stickiness.