• The Korean Journal of Franchise Management
• /
• v.13 no.4
• /
• pp.13-22
• /
• 2022

Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).

• Korea Journal of Hospital Management
• /
• v.21 no.3
• /
• pp.1-10
• /
• 2016

This study is to check up weather a brand of accreditation program for healthcare organizations recognized by the consumers as users of the healthcare organizations has effects for healthcare organizations' brand trust, attitude, and loyalty. This study suggests the hypothesis that a brand value of accreditation program for healthcare organizations gives the positive effect for the brand trust, attitude and loyalty, and that the brand trust and attitude of healthcare organizations which gain a brand of accreditation program for healthcare organizations cause the brand loyalty. To verify the hypothesis, this study made a questionnaire by using a measuring instrument for the brand value, trust, attitude and loyalty which come from the former study. This study carried out an analyzing method such as frequency analysis, reliability analysis, confirmed factor analysis and structural equation model to verify the hypothesis. From hypothesis verification, emotional and social brand values of accreditation program for healthcare organizations gave a positive effect to the brand trust and attitude on healthcare organizations. Its functional value did not give an effect to a brand attitude but gave a positive effect to healthcare organizations' brand loyalty. Emotional and social brand values of accreditation program for healthcare organizations did not give an effect to the brand loyalty. The brand trust and attitude of the healthcare organizations which gained accreditation program for healthcare organizations gave a positive effect to the brand loyalty on healthcare organizations.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.31 no.7
• /
• pp.1030-1041
• /
• 2007

The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.5
• /
• pp.155-166
• /
• 2020

This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand attitude and brand loyalty. The study seeks to identify the factors affecting brand loyalty through the contribution of professional models. The empirical analysis is based on a questionnaire survey conducted online and off line over a seven-month period, from January to July 2019. Some 292 valid samples could be used. The study conducted a positive factor analysis using AMOS 18.0 and a reliability analysis using SPSS 18.0. Reliability of measurement tools was performed using Cronbach's alpha. The attributes of professional models relating to airline advertising include: reliability, attractiveness and expertise. These attributes are shown to have a significant impact on brand attitude and brand loyalty toward LCCs. The findings reveal that reliability and expertise have a significant influence on the brand attitude and the formation of brand loyalty. Professional models' attractiveness has no significant impact on brand attitudes and brand loyalty. The mediating effect of professional models' attributes on the relationship between brand attitude and brand loyalty also show a significant positive effect.

• Journal of Digital Convergence
• /
• v.11 no.8
• /
• pp.159-173
• /
• 2013

The purpose of this study examines the relationship among private brand value, brand trust, brand attitude and brand loyalty. Theoretical studies and the current study indicate that private brand loyalty is influenced by brand value, brand trust, and brand attitude. Through the empirical survey undertaken for this study, it was found that emotional value, social value, functional value, and brand trust including brand attitude influence brand loyalty. The results of empirical analysis can be summarized by the following: First, private brand value had a significant direct effect on brand trust and brand attitude. Second, emotional value and functional value had a positive effect on brand trust and brand attitude. Further, social value had a significant direct effect on brand attitude. And social value had a significant indirect effect on brand attitude through brand trust. Third, brand trust had a significant direct effect on brand attitude. And brand trust had a significant indirect effect on brand loyalty through brand attitude. Fourth, brand attitude had a positive effect on brand loyalty. Therefore, These finding will spawn both academic and practitioner interest in the private brand value and serve as a foundation for further research in this important area.

• Journal of the Korean Society of Costume
• /
• v.63 no.2
• /
• pp.110-124
• /
• 2013

The spread of internet media is accelerating companies to create their own on-line brand community as one of their marketing communication tools because of the advantages in terms of cost-saving and raising their brand loyalty. The purpose of this study was to examine how the consumer's activities in the customer self-driven on line fashion brand community ultimately affect building a structural relationship between brand attitude and brand loyalty. In order to conduct this study, on-line field survey was conducted including a series of filtering questions measuring respondent's level of the community participation. SPSS 18.0 and AMOS 18.0 were used for the structure equation modeling. The result of empirical analysis showed that the attachment and the loyalty of online community have significant influences on brand attitude and brand loyalty. Also, brand attitude partly played a role as a mediating variable in the path to influence brand loyalty. Lastly, the mediating effects of brand attitude may depend on participation level of these online fashion brand community relationships.

• International Journal of Internet, Broadcasting and Communication
• /
• v.12 no.3
• /
• pp.206-212
• /
• 2020

The purpose of this study is to analyze the structural relationship among information attitude, brand attitude, usage satisfaction, brand image and brand loyalty of YouTube sports Contents. The survey subjects to achieve the purpose of this study were selected the 490 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, it is more effective to increase the attitude toward the brand itself rather than information attitude to use satisfaction Second, both information attitude and brand attitude were found to have a positive effect on enhancing brand image. In relation to attitude and image, it was possible to achieve research accumulation for YouTube users. Third, it was found that both the use satisfaction and the brand image presented in the previous study had a positive effect on brand loyalty.

• Journal of Distribution Science
• /
• v.15 no.2
• /
• pp.121-132
• /
• 2017

Purpose - There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions - There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

• Journal of the Korean Society for Aviation and Aeronautics
• /
• v.31 no.4
• /
• pp.56-71
• /
• 2023

This paper describes the significant effects of customer's PAD emotional response according to consumption value of airline goods on brand charisma, brand attitude, and brand loyalty. The result shows that among the consumption values, epistemic value, emotional value, and self-expressive value have a positive effect on PAD emotional response. In addition it was found that the PAD emotional response had positive influence on brand charisma but had no effect on brand attitude. Brand charisma was found to have significant positive influence on brand attitude and both brand charisma and brand attitude had positive effect on brand loyalty. Through the results of this study, airline goods products are an effective means to increase brand loyalty. Further more, this study provides academic and business implications for effective airline goods marketing.

• Journal of Fashion Business
• /
• v.18 no.5
• /
• pp.42-55
• /
• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.