• 디지털융복합연구
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• 제14권1호
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• pp.445-452
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• 2016

본 연구는 프로야구 팬의 팀동일시와 팀충성도가 모기업 제품에 대한 구매의도에 어떠한 영향을 미치고 있는가를 실증적으로 검증하는데 목적이 있다. 이를 위해 프로야구팀 중 국내 대표적 전자제품 제조사를 모기업으로 두고 있는 삼성라이온스와 LG트윈스 팬을 연구대상으로 278명의 설문조사를 실시하여 다음과 같은 연구결과를 얻었다. 첫째, 프로야구 팬의 팀동일시는 팀충성도에 정(+)적인 영향을 미치고 있다. 둘째, 프로야구 팬의 팀충성도는 모기업 제품 구매의도에 정(+)적인 영향을 미치고 있다. 셋째, 팀충성도는 팀동일시와 모기업 제품 구매의도간을 매개하는 효과가 있다. 이상의 연구결과를 종합하여 볼 때, 팀동일시는 모기업 제품 구매의도에 긍정적인 영향을 미치는 주요 변인이며, 팀충성도는 이를 매개하는 효과가 있음을 확인하였다.

• 디지털융복합연구
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• 제11권12호
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• pp.287-294
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• 2013

최근 들어 대학들은 취업률에 총력을 기울이고 있다. 특히, 취업분야와 관련한 실무지향적 학과들의 교육과정 및 환경에 대한 논거는 취업이라는 가치관에 그 성과를 측정하고 있는 실정이다. 이는 기업인재 지향적 학습 및 교육이 취업으로 이어지는 결과에서 지인한 것이다. 항공서비스과는 대표적인 예이다. 이에 본 연구는 국내대학 항공서비스과 학생들을 대상으로 물리적 교육환경이 자긍심 및 기업애호도에 미치는 영향을 알아보고자 한다. 분석결과 물리적환경이 높을수록 자긍심이 올라가는 것으로 나타났으며, 이러한 자긍심은 기업애호도에 긍정적인 영향을 미치고 있는 것으로 나타났다.

• 아태비즈니스연구
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• 제9권4호
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• pp.201-221
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• 2018

The purpose of this study is to investigate the relationship between association of a company's CSV activity and association of corporative competence and consumers' self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporate identification as well as how these factors influenced on brand loyalty. The paper attempts to examine authenticity of CSV activity and product plays a moderating role when association of CSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A target company was selected by investigates. The company is one manufactures as well as implements CSV activities as a means of ethical management. The results indicated that CSV association and corporative competence are closely related to the self-brand connection. Such attitude in turn affected the consumers' formation of self-and corporate-identification and brand loyalty. Authenticity of CSV activity and product was proven to play a moderating variables for brand loyalty and perception of company.

• Journal of Nutrition and Health
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• 제38권5호
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• pp.395-403
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• 2005

The purposes of this study were 1) to analyze the relationship between brand equity factors ie brand awareness, brand image, brand preference and brand loyalty and 2) to suggest the strategy for brand management of contract food service management company. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of $82.5\%$. For the statistical analysis, the descriptive analysis, factor analysis, pearson correlation analysis, and regression analysis were conducted by using SPSS Win (10.0). The results of this study showed that the following 5 hypotheses were supported. Hypothesis 1: The brand awareness of the contract foodservice company affects positively the brand image of that. Hypothesis 2: The brand image of the contract foodservice company affects positively the brand preference of that. Hypothesis 3: The brand awareness of the contract foodservice company affects positively the brand preference of that. Hypothesis 4: The brand preference of the contract foodservice company affects positively the brand royalty of that. Hypothesis 5: The brand image of the contract foodservice company affects positively the brand loyalty of that. As a conclusion, the brand awareness has a positive effect on the brand image and brand preference significantly, so it is recommended that the contract foodservice company should focus on improving the brand awareness as a brand strategy. And the brand preference and brand image have the significant effect on the brand loyalty. Therefore the company should strive to strengthen the brand loyalty though building brand preference and brand image, because the brand loyalty brings about the customer's more visiting the foodservices, which is directly related to the profitabilities of the contract foodservice management company.

• 한국의상디자인학회지
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• 제15권3호
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• pp.119-135
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• 2013

The purpose of this study was to investigate the relationship between consumption values of preschooler clothing and purchasing satisfaction, company brand loyalty and involvement of preschooler clothing with the mothers of preschoolers. An online survey was adapted as methodology of this study. The collected 323 questionnaires were collected and statistically analyzed. The nine consumption value of preschooler clothing(vicarious satisfaction value, social value, functional value, convenient value, economic value, coordination value, aesthetic value, distinctive value, and fashionable value) resulted from the analysis of survey. Purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was Uni-dimensional. Statistical analysis was performed with frequency analysis, descriptive statistics, exploratory factor analysis, multi-group analysis, confirmatory factor analysis, bivariate correlation analysis, distribution, structural equation, cluster analysis, independent sample t-test, one-way analysis of variance. The results of this study are as follows. In the consumption value of preschooler clothing influencing on the purchasing satisfaction was evaluated depending on the involvement of preschooler clothing group (high-involvement group, low-involvement group). In the low-involvement group, the most significant consumption value of preschooler clothing are economic value, convenient value, social value in order of importance; though in the high-involvement group, aesthetic value, social value, economic value in order of importance. Also the brand royalty was more affected by the purchasing satisfaction in the high-involvement group than in the low-involvement group. In conclusion, the relations of consumption value of preschooler clothing with purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was established in study. The significances of this study is to provide the market segmentation strategy depending on the characteristics of preschooler clothing consumers and establish the information and direction to increase the company brand royalty and purchasing satisfaction.

• 대한지역사회영양학회지
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• 제14권6호
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• pp.807-816
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• 2009

This day's research analyzed the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants in order to suggest a plan which would induce researcher's interest as well as influencing diversification of management strategies toward dining-out business. The purpose of this research is to analyse the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants. The survey questionnaires were distributed to 300 employees of family restaurants in Seoul from August 1th until August 30th 2009, and 257 of them were used for analysis. The top seven company's were chosen by base on data from 2009 Annual Dinner of the Korea. Statistics handling of this research used SPSS WIN 17.0 statistics package program, which performed frequency analysis, factor analysis, regrssion anlysis. The research result shows, first of all, the relationship between company's brand personality and personal self - image congruity, it shows that the company's brand personality has higher on 'ability/capability, loyalty/fidelity, and strong' the personal self - image congruity appeared higher. The relationship between company's brand personality and social self-image congruity, it shows that the company's brand personality has higher on 'ability/capability and loyalty/fidelity' the social self-image congruity appeared higher. Second of all, in a relation between the self-image congruity and job satisfaction, the personal self-image congruity has shown positive impact on job satisfaction. Third of all, in a relationship between the company's brand personality and job satisfaction, if 'interest or loyalty/fidelity' shows higher on brand personality, than job satisfaction has shown higher.

• 한국콘텐츠학회논문지
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• 제17권1호
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• pp.145-156
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• 2017

기업의 문화예술 지원활동을 지칭하는 메세나(mecenat)는 고객, 이해관계자, 지역사회와 더불어 기업문화 강화는 물론 사회공헌과 문화마케팅 도구로 활용되면서 단순 예술후원이나 협찬의 개념을 넘어 기업 경영의 다양한 활동에 영향력을 행사할 수 있는 전략적 도구로 자리잡고 있다. 이에 본 연구는 기업 내 조직원들에게 미치는 조직의 메세나 관심 및 조직원 참여의 영향관계를 파악하기 위해 국내 기업 임직원 438명을 대상으로 조직과 개인의 메세나에 대한 관심도가 조직원들의 메세나 활동 참여도를 통해 조직 신뢰, 애착, 충성도에 어떤 영향을 미치는지 실증 분석하고자 했다. 결과적으로 메세나에 대한 조직의 관심이 높을수록 조직원 개인의 메세나 관심도에 긍정적 영향을 미쳤다. 또한 관심도가 높은 직원의 메세나 참여도가 높았으며, 결국 조직 신뢰와 애착, 충성도에 긍정적 영향을 미치는 것으로 확인되었다. 이같은 분석결과는 기업의 메세나 활동이 조직문화 강화에 효과적이며, 단순히 기부나 후원활동이 아니라 내부 조직원의 관심과 참여와 함께하는 능동적인 활동으로 발전할 수 있음을 시사한다.

• 유통과학연구
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• 제22권2호
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• pp.115-123
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• 2024

Purpose: Using the association concept as a basis, businesses offer association cues-trademarks and logos, for example-to support consumers' associative memories. These stimuli can be connected to anything, including a product's unique personality or the advantages it offers the company that made it. The purpose of this study is to comprehend how hypermarkets' business affiliation, relationship commitment, and trust affect consumers' attitudes and behaviors. Data, methodology, and research design: Regression analysis was used in this study to confirm the relationship between the independent and dependent variables, as well as to forecast how the changes in the independent variable would affect the changes in the dependent variable. Results: These are the findings of the research. First, it was discovered that trust and relationship commitment were significantly impacted by the hypermarket product association, corporate management-related associations, and social responsibility associations. Second, it was discovered that both behavioral and attitudinal loyalty were impacted by hypermarkets' level of trust. Third, it was discovered that both behavioral and attitudinal loyalty were impacted by a hypermarket's relationship commitment. Conclusions: Corporate associations with the hypermarket play an important role in shaping and maintaining consumers' awareness of the company or brand. Since this is affected by various factors such quality of products and services, and corporate social activities, companies need to positively induce awareness of products or services.

• 한국프랜차이즈경영연구
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• 제8권2호
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• pp.37-47
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• 2017

Purpose - Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer's perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result - The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions - The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers' reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

• 한국콘텐츠학회논문지
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• 제12권9호
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• pp.468-478
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• 2012

고객에게 최고의 서비스를 제공하며 고객을 안전하게 목적지까지 운송하는 항공 서비스의 경우 고객과의 신뢰형성은 충성 고객 확보를 위해 필수적이다. 기존의 항공사 신뢰 연구는 제한 된 변수를 통해 이루어졌으며 본 연구에서는 제품에서와 마찬가지로 서비스에도 서비스제공자와 신뢰가 형성될 수 있음을 고려하여 신뢰의 선행차원들이 신뢰(항공사 신뢰, 서비스제공자 신뢰)와 충성도에 미치는 영향관계를 연구해 보고자 하였다. 이에 이론적 고찰을 통해 신뢰의 선행 차원을 '역량', '호의', '문제해결능력'으로 구분하였으며, 신뢰의 대상은 항공사 신뢰와 서비스제공자 신뢰로 구분하였다. 편의표본추출을 통하여 298부의 설문지를 항공 서비스 이용객을 대상으로 회수하였으며 결측치가 있는 자료를 제외하고 286부를 분석에 사용하였다. 연구결과는 아래와 같다. 먼저 항공사 신뢰의 선행차원인 역량, 호의, 문제해결능력 모두 항공사 신뢰에 유의한 영향을 미치는 것으로 나타났다. 둘째, 서비스제공자 신뢰의 선행차원에서는 역량과 문제해결능력만 유의한 영향을 미치는 것으로 확인되었고 호의는 영향을 미치지 않는 것으로 나타났다. 셋째, 신뢰의 대상 간 영향관계는 항공사 신뢰와 서비스제공자 신뢰가 상호 유의한 영향을 미치는 것으로 나타났으며, 항공사 신뢰가 서비스제공자 신뢰에 더 많은 영향을 미치는 것으로 분석되었다. 마지막으로 항공사 신뢰와 서비스제공자 신뢰는 모두 고객의 충성도에 유의한 영향을 미치는 것으로 나타나 신뢰경영이 고객과의 장기적인 관계를 위해 중요한 요인임을 알 수 있었다.