• 제목/요약/키워드: Brand Attitude

검색결과 740건 처리시간 0.027초

Effects of Foodservice Franchise's Brand Awareness and Service Quality on Cognitive Attitude, Affective Attitude, and Loyalty

  • KIM, Haeng Won;JEON, Yeong Mi
    • 한국프랜차이즈경영연구
    • /
    • 제12권3호
    • /
    • pp.47-58
    • /
    • 2021
  • Purpose: In general, franchise business models can generate higher returns and profits than non-franchise businesses. Therefore, it is necessary to study customer-based foodservice franchise brand awareness and service quality. The purpose of this study is to investigate the effect of service quality and brand awareness of foodservice franchises on attitudes divided into cognitive and affective attitudes and revisit intentions. Through this study, we intend to establish a structure that leads to service quality and brand awareness-cognitive attitude and affective attitude-loyalty. Research design, data, and methodology: In order to verify the hypothesis of this study, the survey was conducted among general consumers over the age of 20 who had visited a foodservice franchise within the last 3 months. Among the collected questionnaires, one insincere questionnaire was excluded, and 299 copies were used for analysis. The data collected to verify the hypothesis of this study were analyzed using SPSS 24.0 and AMOS 24.0. Result: First, it was found that the service quality of the foodservice franchise had a positive (+) effect on the cognitive attitude, and the service quality of the foodservice franchise had a statistically significant positive effect on the affective attitude. Second, the brand awareness of the foodservice franchise was found to have a statistically significant positive (+) effect on the cognitive attitude. and the brand awareness of the foodservice franchise had a statistically significant positive (+) effect on the affective attitude as well. Third, cognitive attitude was found to have a statistically significant positive (+) effect on loyalty, and affective attitude was also found to have a statistically significant positive (+) effect on loyalty. Conclusions: First, this study applied the S-O-R theory to the effect of service quality and brand recognition on cognitive attitude, affective attitude, and loyalty. Second, the structure leading to service quality and brand awareness-cognitive attitude and affective attitude-revisit intention was established. Third, attitudes in this study were divided into cognitive attitudes and affective attitudes. In general, attitude is studied as a single dimension as a cognitive attitude, but in this study, attitude was studied by dividing it into a cognitive dimension and an affective dimension

모 브랜드-일치성이 확장브랜드에 대한 태도에 미치는 영향 (The Effects of The Parent Brand-Congruity on the Attitude to Expanded Brand)

  • 강민정;황희중
    • 유통과학연구
    • /
    • 제17권2호
    • /
    • pp.77-89
    • /
    • 2019
  • Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.

브랜드 개성과 자아가 브랜드 태도에 미치는 영향에 관한 연구 (A Study on the Influence of Self-congruity between Brand Personality and Self-Image on Attitude toward Brand)

  • 최미화;윤차영;김세환
    • 산업융합연구
    • /
    • 제4권1호
    • /
    • pp.133-152
    • /
    • 2006
  • The objectives of this study are as follows. First, we try to find out if self-congruity between brand personality and self-image overall has significant influence on the attitude toward brand. Second, we figured out whether functional, experiential, and symbolic values have influence on the attitude toward brand. Third, we figured out if self-congruity between brand personality and self-image has significant influence on a functional, experiential, and symbolic values. Main results are as follows. Consumers tend to prefer certain brand of casual wears in accordance with their cognized brand-personality and self-image. Functional values of Bean-Pole, Hazzys, and Tommy's except Polo have positive influence on attitude toward brand. Experiential and symbolic values of all the four brands have positive influence on attitude toward brand. However, the influences of self-congruity between brand personality and self-image on individual brand varied.

  • PDF

패션브랜드 커뮤니티와 동영상 UCC 소셜 미디어 참여행동이 광고효과에 미치는 영향 (The Effects of Advertising with Social Media Participation Attitude as Fashion Brand Communities and UCC)

  • 이지현;이승희
    • 한국의류학회지
    • /
    • 제35권8호
    • /
    • pp.877-889
    • /
    • 2011
  • This study investigates the effects of social media's fashion advertisements. A survey was taken among men and women in their twenties who had experiences with fashion brand social media. A total of 270 questionnaires were used in this analysis. The results are as follows: First, the factors of content and pursuit of information had positive (+) impacts on advertisement attitude for both men and women in the fashion brand communities. Only the pursuit of information had positive (+) effects on men's brand attitude; however, economy, self-satisfaction, and the pursuit of information influenced women's brand attitude and purchase intention. Secondly, in fashion brand video UCCs, pursuit of information and the formation of relationships had positive (+) impacts on men and women, respectively. The formation of relationships had positive (+) impacts on men's brand attitude; however, the formation of relationships and the pursuit of information influenced women's brand attitude. The pursuit of information and formation of relationships had a positive (+) influences on men's and women's purchase intention, respectively. Men had differences in the pursuit of information and advertisement attitude in the two types of fashion brand communities and video UCCs; however, women had differences in economy and self-satisfaction, advertisement attitude, and brand attitude in the two types. The study results provide basic data by examining men and women in their twenties who have easy access to the Internet for advertisement attitude, brand attitude, and purchase intention in social media as an online fashion advertising media as well as useful information for establishing marketing strategies.

한류 화장품 광고모델의 특성이 브랜드 개성과 브랜드 태도에 미치는 영향 - 중국 소비자를 중심으로 - (The Effect of Advertising Models' Characteristics of Hallyu Cosmetics on Brand Personality and Brand Attitude: Focused on Chinese Consumers)

  • 왕뢰;이진화
    • 한국의류산업학회지
    • /
    • 제20권5호
    • /
    • pp.495-508
    • /
    • 2018
  • The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the brand personality. A survey was conducted from August 10, 2017 until August 31, 2017, and 400 respondents' survey results were analyzed. For data analysis, SPSS 23.0 was utilized to perform descriptive statistics, factor analysis, t-test, and regression analysis. As a result, five brand personality factors were derived, which are aesthetics, safety/expertise, sophistication, pro-environment, youth, respectively. For advertising model characteristics, seven factors were derived, which are credibility, visibility, attractiveness, expertise, similarity, likeability, and familiarity, respectively. This study investigated the relationship between characteristics of cosmetics advertising model, brand personality, and brand attitude. Brand personality does not play a mediating role between advertising model's characteristics and brand attitude. Advertising model's characteristics have a direct effect on the brand attitude. Consequently, Cosmetics companies should recognize the importance of the characteristics of advertising model and implement the marketing strategy by carefully selecting the advertising model so that consumers can relate the characteristics of advertisement model to the brand attitude which will ultimately lead to positive evaluation of the brand.

Structural Relationship Between the Expectation Value of YouTube Sports Content Viewers, Brand Image, Brand Attitude, and Continuance Viewing Intention

  • Byun, Kyung-Won
    • International journal of advanced smart convergence
    • /
    • 제9권3호
    • /
    • pp.215-220
    • /
    • 2020
  • The purpose of this study is to analyze the structural relationship among expectation value(relational, hedonistic), brand image, brand attitude, continuance viewing intention. The survey subjects to achieve the purpose of this study were selected the 521 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, both relational value and,, hedonistic value had a positive effect on the brand image. Second, both relational value and,, hedonistic value had a positive effect on the brand attitude. Third, both brand image and brand attitudee had a positive effect on the brand attitude.

유통경로 유형별 모 브랜드태도와 브랜드확장 평가도의 관계 (Relationships of Parent Brand Attitude and the Evaluation Level of Brand Extension by Distribution Channel Types)

  • 윤성중
    • 한국콘텐츠학회논문지
    • /
    • 제9권10호
    • /
    • pp.349-359
    • /
    • 2009
  • 본 연구는 브랜드확장 평가에 대한 범주화 평가과정 모델(categorical evaluation processes model)을 참고하여 유통경로 유형별 광고태도(Aad), 점포태도, 브랜드태도(Ab), 브랜드확장 평가도, 확장제품 구매의도들 간의 구조적인 관계에서 영향력의 차이를 실증적으로 검증하려 하였다. 연구 결과, "유통경로 유형 모 브랜드태도가 브랜드확장 평가도와 확장제품 구매의도에 미치는 영향의 정도에 차이가 있을 것이다." 라는 여섯 가지 가설 중에서 점포태도와 브랜드태도와의 관계, 브랜드태도와 브랜드확장 평가도와의 관계, 브랜드확장 평가도와 확장제품 구매의도와의 각 이론변수간의 관계에서만 각 유통경로 유형별로 영향력이 다르게 미치는 것으로 나타났다. 따라서, 유통경로 유형별 브랜드확장평가는 모 브랜드태도와 브랜드확장평가도와의 관계를 소비자관점에서 구조적으로 분석하여야 하며 이는 브랜드확장 제품 유통경로구조 개선에 중요한 정보를 제공하고 브랜드확장 성공률을 높일 수 있다.

외식 브랜드 확장 시 구매의도에 미치는 영향 : 모 브랜드 태도, 적합성, 지각된 위험과의 상호작용을 중심으로 (The Effect of Foodservice Brand Extentsion on Purchase Intention - Focusing on the interactions among Parent-brand Attitude, Fit and Perceived Risk)

  • 서경화;이수범
    • 한국조리학회지
    • /
    • 제17권1호
    • /
    • pp.93-109
    • /
    • 2011
  • 본 연구는 외식기업의 브랜드 확장에 있어 모 브랜드의 태도가 확장 브랜드의 구매 의도에 미치는 영향 관계를 파악하였으며, 확장된 브랜드의 구매의도에 있어 적합성에 따른 모 브랜드의 태도와 지각된 위험의 상호작용효과를 실증분석을 통해 규명하고자 하였다. 그 결과 구매의도에 대한 모 브랜드 태도(F(1,295)=12.012, p<0.01), 적합성(F(1,295)=17,758, p<0.001), 지각된 위험 (F(1,295)=12.570, p<0.01)의 주 효과(main effect)는 통계적으로 유의하였다. 또한 상호작용항 중 모 브랜드의 태도과 지각된 위험(F(1,295)=5.782, p<0.05), 모 브랜드 태도 적합성, 지각된 위험의 상호작용항(F(1,295)=6.068, p<0.05) 역시 유의한 것으로 나타났으며, 확장 브랜드 적합성에 따라 구매의도에 대한 모 브랜드 태도와 지각된 위험의 상호작용효과는 차이가 있다는 것을 검증하였다.

  • PDF

The Effect of Private Brands' Service Quality on Brand Attitude

  • SONG, Byoung-Weon;KIM, Jin-Hwan;KIM, Min-Kyeong
    • 유통과학연구
    • /
    • 제18권7호
    • /
    • pp.19-25
    • /
    • 2020
  • Purpose: This study analyzes service quality of Pivate Brand (PB) productsto provide some academic and practical implications. Research design, data, and methodology: The focus is on how service quality of No Brand, which has recently received much attention, affects brand attitude and, to confirm whether consumers' prior knowledge of PB moderates this effect. A total of 167 men and women in their 20s who have experience using No Brand were surveyed. Hypothesis was verified by using hierarchical regression analysis. Results: a) Tangibles, reliability, empathy, and assurance of service quality for No Brand have a positive effect on brand attitude; b) The moderating effect of prior knowledge is only statistically significant in the context of reliability. Conclusion: This study provides academic and practical implications for establishing differentiated PB strategies. It highlights the effects of service quality and consumer prior knowledge on brand attitude. This suggests that the sub-dimension of PB service quality has a discriminatory effect on the brand attitude of No Brand, and that consumer's prior knowledge of the product influences reliability of service quality. Therefore, consumer's prior knowledge is important in order to increase trust.

의류제품에 대한 소비경험이 상표태도에 미치는 영향 (The Bisects of Clothing Consumption Experiences on Brand Attitude)

  • 김은영;이영선
    • 한국의류학회지
    • /
    • 제21권1호
    • /
    • pp.104-118
    • /
    • 1997
  • Consumers experience various cognitive and emotional contents of clothing through postpurchase process. These experiences may affect consumer satisfaction as well as brand attitude toward clothing products. The purpose of this study was to examine the effects of consumption experiences on the brand attitude toward clothing products. The research questions for accomplishing the purpose of this study were to investigate 1) the dimension of consumption experiences, 2) relationships among consumption experience, satisfaction and brand attitude toward clothing. The sample of this study was consisted of 431 females. The survey method, and factor analysis and regression were utilized for this study. The results were as follows; First, it was found out the consumption was composed of two dimensions such as cognitive and emotional experiences. According to the result of factor analysis, the cognitive experiences through consumption process were composed of 6 factors, that is, the suitability, fitness, utility/economy, sewing, deformation, and management. And emotional experiences were composed of 5 factors, that is, unpleasure, activeycomfort, inter-oriented pleasure, extra- oriented pleasure, tension. Also emotional experiences could be composed of two dimensions, that is, positive and negative emotion. The positive emotions were included pleasure and active/comfort. The negative emotions were included unpleasure and tension. Second, the result of path analysis showed that consumption experiences were related to satisfaction and brand attitude. A satisfaction influenced on brand attitude more strongly than others. And sewing, activejcomfort, extra-oriented pleasure out of cognitive and emotional experience factors affected to brand attitude directly. Satisfaction was also influenced by cognitive and emotional factors, and was the important mediator in forming brand attitude toward clothing through consumption experience. Above results imply that consumer experience multidimensional cognitive and emotional aspects of clothing through consumption process. The cognitive and emotional aspects consisting of consumption experiences, satisfaction, and brand attitude are interrelated causally. Therefore, experience related variables could be the antecedents of satisfaction and brand attitude. The satisfaction and positive emotion could be also important factors in brand attitude toward clothing.

  • PDF