• 디지털융복합연구
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• 제15권3호
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• pp.165-173
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• 2017

본 연구는 관광목적지의 러브마크, 브랜드 동일시 및 브랜드자산 및 행동의도와의 관계를 규명하였다. 실증 분석결과는 다음과 같다. 러브마크가 자아동일시에 영향관계는 각각 러브마크의 성과는 자아동일시간의 관계, 러브마크의 친밀감은 자아동일시 순으로 유의한 관계를 나타나고 있었으며 러브마크의 신뢰는 자아동일시에는 유의한 관계를 형성하지 않고 있었다. 러브마크는 브랜드자산에 유의한 영향관계는 우선 러브마크는 브랜드품질에 유의한 영향에서 확인한 결과 친밀감과 브랜드 품질간의 관계, 신뢰와 브랜드 품질간의 관계의 순으로 유의한 관계를 형성하였으며, 성과는 브랜드 품질은 유의한 성과를 형성하지 않고 있었다. 러브마크는 브랜드가치에 유의한 영향관계에서 성과와 브랜드 가치간의 관계, 친밀감과 브랜드 가치간의 관계의 순으로 유의한 관계를 형성하였으며 성과는 브랜드 가치에 유의한 성과를 형성하지 않고 있었다. 자아일치성은 행동의도에 유의한 영향관계는 자이일치성은 행동의도간의 관계간에 유의한 관계를 형성하고 있었다. 브랜드자산은 행동의도에 유의한 영향관계는 브랜드품질과 행동의도간의 관계, 브랜드가치와 행동의도간의 관계 순으로 유의한 관계를 형성하고 있었다.

• 유통과학연구
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• 제15권4호
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• pp.59-67
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• 2017

Purpose - This study's aims are to examine the effects of airline service quality on brand image, brand attitude and reuse intention and the mediating roles of brand image and brand attitude in the relationship between airline service quality and reuse intention. Research design, data and methodology - A total of 500 questionnaire copies were distributed and 474 were used for the empirical study after excluding some empirical inappropriate or unusable ones. To analyze the collected data, the SPSS/WIN 22.0 statistical package was used. Results - The result of analysis showed that all the intangible, tangible and human elements of the airline service quality positively influenced on brand image and brand attitude and did not directly influence on reuse intention. However, brand image and brand attitude played mediating roles in the relationship between all the service quality elements and reuse intention. Conclusions - This means that airlines need to develop service quality, which is differentiated and provides special feelings for customers and work out improvement strategies for positive brand images and attitudes, since customers choose and reuse airlines, based on brand images and attitudes, which are perceived and formed through the experience of airline service quality and word of mouth.

• 경영과정보연구
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• 제25권
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• pp.339-370
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• 2008

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

• 한국의류학회지
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• 제30권9_10호
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• pp.1445-1454
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• 2006

The purpose of this study was to examine the effects of consumer-brand relationship on purchasing attitudes toward counterfeits. 341 female college students who had purchased fashion luxury brand products were surveyed. For data analysis, descriptive statistics, factor analysis, pearson's correlations, ANOVA, and multiple regression were used. As the results, consumer-brand relationship was classified into three factors; commitment relationship, trust relationship, and emotion relationship. Also, higher consumer-brand relationship was correlated with higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, among the three groups(heavy/middle/low) of consumer-brand relationship, the heavy group had higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, results revealed that 'commitment relationship' and 'emotional relationship' accounted for 32% of the explained variance in 'favorableness', while 'trust relationship' and 'emotional relationship' accounted for 26% and 29% of the explained variance in 'trust toward product quality'. Based on these results, fashion luxury brand marketing strategy would be suggested.

• 마케팅과학연구
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• 제17권2호
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• pp.111-131
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• 2007

브랜드의 중요성이 증대됨에 따라 다양한 브랜드 관련 연구가 이루어지고 있는데, 최근 들어서는 소비자-브랜드 관계가 브랜드 연구의 중심이 되어가고 있다. 본 논문은 이러한 소비자-브랜드 관계에 있어서 높은 품질과 지속적인 연대를 가능하게 하는 브랜드 관계 품질의 측정을 다루고 있다. 소비자-브랜드 관계에 대한 대부분의 기존 연구들은 Fournier(1994, 1998)가 제시한 6개 구성요소 또는 하위 차원을 바탕으로 하고 있다. 그러나 많은 연구들에서 소비자-브랜드 관계를 구성하는 6가지의 요소 또는 하위차원들이 소비자-브랜드 관계 품질이라는 하나의 단일차원을 이루고 있는지 확인하지 못한 채 소비자-브랜드 관계를 측정하기 위해 이들 하위차원들을 결합하여 점수를 계산하고서 연구를 진행하고 있다. 이러한 문제와 관련하여 본 연구에서는 소비자-브랜드 관계 품질을 구성하고 있는 상호의존, 몰입, 사랑/정열, 자아연관, 친밀감, 브랜드 파트너 품질 등의 6개의 차원들이 단일차원의 개념인가를 검토하였고, 이를 실증적으로 검토하였다. 구체적으로 본 연구에서는 구성개념들의 하위차원들이 단일차원의 구성개념인가를 검토한 선행연구들(Naver & Slater, 1990; Cronin & Taylor, 1992; Chang & Chen, 1998)에서 사용한 방법론을 활용하여 소비자-브랜드 관계를 구성하는 하위차원들이 단일차원을 이루고 있는가를 살펴보았다. 이러한 실증연구를 통해 소비자-브랜드 관계를 구성하고 있는 6개 차원들의 신뢰성, 수렴타당성, 판별타당성을 확인할 수 있었고, 소비자-브랜드관계를 구성하는 6개의 하위차원들이 단일차원을 이루고 있다는 것을 확인할 수 있었다. 본 연구의 연구결과는 소비자-브랜드 관계를 구성하는 6개의 하위차원을 결합하여 소비자-브랜드 관계를 연구하였던 기존 연구들, 소비자-브랜드관계를 구성하는 하위차원을 통합하여 소비자-브랜드 관계를 종합적으로 살펴보려는 여러 연구들에 있어서 방법론상의 실증적 근거를 제시하고 있다.

• Journal of Nutrition and Health
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• 제50권3호
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• pp.302-311
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• 2017

본 연구는 현재 영유아 이유식 브랜드 B에 대해 이용 경험이 있는 소비자를 대상으로, 인식하는 브랜드 이미지가 브랜드 관계의 질과 재이용 의도에 미치는 영향을 파악하였다. 연구 결과, 소비자가 인식하는 영유아 이유식 브랜드 B에 대한 이미지는 브랜드 관계의 질 중 자아연관, 몰입, 파트너 품질 및 친밀함에 긍정적인 영향을 미치는 것으로 나타났다. 또한 소비자가 인식하는 영유아 이유식 브랜드 B에 대한 관계의 질 중 몰입, 파트너 품질 및 친밀함은 재이용 의도에 긍정적인 영향을 미치는 것으로 나타났으나, 브랜드 관계의 질 중 자아연관은 재이용 의도에 유의한 영향을 미치지 않는 것으로 나타났다. 따라서 소비자의 영유아 제품 재이용 의도를 제고시키기 위해서는 기업은 브랜드 B에 대한 긍정적인 이미지 형성을 통해, 소비자에게 해당 브랜드에 대해 몰입 할 수 있고 파트너로서 관계를 인식 할 수 있는 마케팅 전략을 추진해야 할 것이다. 또한 소비자에게 강력한 브랜드 이미지를 인식시킨다면 타 사 제품과의 차별화를 꾀할 수 있을 것이다. 따라서 기업의 입장에서는 긍정적인 브랜드 이미지 형성이 소비자와 브랜드 간의 관계를 형성하는 핵심 요소라는 것을 인식해야 하며, 소비자가 높게 인식하는 브랜드 이미지 요소와 낮게 인식하는 브랜드 이미지 요소를 바탕으로 마케팅 전략에 활용할 수 있는 방안을 모색해야 할 것이다. 마지막으로 소비자와 브랜드 관계의 질은 긍정적인 관계 형성을 통한 재이용 횟수가 증가하나 소요되는 기간이 소비자 성향에 따라 다르고, 경우에 따라서는 오랜 시간에 걸쳐 형성되는 경우도 있으므로 장기적인 관점에서 영향력을 측정해야 할 것으로 사료된다.

• 한국의류학회지
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• 제24권4호
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• pp.498-509
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• 2000

This study is designed to find out the effects of price on the consumers'perceived quality, value and purchase willingness of clothing in order to get the basic information that is needed in helping clothing manufacturer's strategy for merchandising promotion on price. This study was conducted by means of a questionnaire survey of university students in seoul. SAS program was used for analysis. The conclusions of this study as follow: first, with respect to the price level of clothing, consumers evaluate the perceived quality of high-price case higher than that of low-price case, and evaluate the perceived value and purchase willingness of low-price case higher than those of high-price case. Second, with respect to the brand name level of clothing, consumers evaluate the perceived quality, perceived value and purchase willingness of well-known brand case higher than those of unknown brand can. Third, the interaction between price and brand dosen't appear. Thus from this result we can know that price and brand have the same amount of effect in both single-quo case and multi-que case. Forth, with respect to the price and brand name level of clothing, there exist significant differences in perceived quality, perceived value, and brand name level. Fifth, in the study of the relationship between perceived quality and purchase willingness and the relationship between the perceived value and purchase willingness, perceived value has more effect on purchase willingness than perceived quality.

• International journal of advanced smart convergence
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• 제10권2호
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• pp.138-144
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• 2021

The purpose of this study is to analyze the relationship among selection attributes, consumption value brand attitude, fun, brand loyalty and quality of life. The subjects of the empirical study were selected by the Korea Fashion Industry Research Institute using the convention sampling method and the quota sampling method for 241 consumers who have purchased brands classified as "athleisure" within the past year For each variable constructed to verify reliability and validity of the measurement model, reliability tests using Cronbach' alpha were performed using IBM SPSS Win Ver. 23.0. To verify the unidimensionality of the measurements, we conducted a confirmatory factor analysis using AMOS 22.0 and a structural equation model to determine the structural relationship between variables. As a result of the study, First, both intrinsic and extrinsic attributes, which are sub-factors of selection attributes, have been shown to have a significant effect on consumption value. Second, consumption value has been shown to have a significant impact on brand attitude and fun. Third, brand attitudes have been shown to have a significant impact on brand loyalty. Finally, fun has been shown to have a significant impact on quality of life.

• 유통과학연구
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• 제21권1호
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• pp.65-72
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• 2023

Purpose: The purpose of this study was to determine the effect of Service Quality on Brand Performance through Satisfaction at an aviation campus in the Special Region of Yogyakarta, Indonesia. Research design, data, and methodology: This research design was hypothesis testing using primary data obtained by distributing questionnaires directly to 200 respondents who were active students at an aviation campus in the Special Region of Yogyakarta, Indonesia. The analytical method used was the Structure Equation Model (SEM). Results: The results of this study show that: (1) there was a significant and positive relationship between Service Quality and Satisfaction, (2) there was a significant and positive relationship between Satisfaction with Brand Performance, and (3) there was a significant and positive relationship between Service Quality and Brand Performance. Conclusion: This study concludes that for the dimension of Academic service quality distribution from the service quality variable, it is suggested to improve detailed recording by academic teaching staff. For the dimensions of Administrative Service Quality distribution from the Service Quality variable, it is recommended to increase the hospitality in the campus environment. For the dimensions of Facility Service Quality distribution from the Service Quality variable, it is recommended to increase satisfaction in terms of facilities on campus. For the Satisfaction variable, it is suggested to improve the performance of the staff and the academic community.

• 한국프랜차이즈경영연구
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• 제11권3호
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• pp.43-57
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• 2020

Purpose: Along with the trend increasing dining-out and enjoying variety of menu, dessert café has been introduced as a new type of food service provider and grown up rapidly. We need to verify structural relationship that dessert café environment influences overall quality and brand image and loyalty. Research design, data, and methodology: This study seeks to understand how in-café environment influence overall quality, brand image and loyalty directly and indirectly based on SOR theory. We examine detail effect of in-café environment on overall quality and brand image and subsequently loyalty. Sample data were collected from 563 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The results indicates that all sub-dimensions of in-café environment influences positively overall quality. While, menu and atmosphere make positive impact on brand image. price, food and beverage quality, employee service do not affect significantly brand image. Further, overall quality influences positively brand image and both overall quality and brand image affect positively loyalty. In addition, overall quality plays full mediator role in relationship among price, food and beverage quality, employee service and brand image. Conclusions: Dessert café should differentiate itself from competitors through physical and non-physical environments which are likely to influence overall quality. As overall quality mediates between environment and brand image and influences loyalty, dessert café is required to communicate strength of functional quality and service quality aggressively. Additionally, favorable brand image affecting loyalty is required to be dominated in advance as the market is likely to be segmented along with its growth.