• 한국조리학회지
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• 제13권3호
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• pp.137-147
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• 2007

This study aims to provide the preliminary information for developing a local marine product brand of Busan by investigating consumers' preference and behavior when they choose marine products. The results of the study confirm the importance of branding local marine products. Subjects think a brand of marine products plays an important role in their choice of marine products and has positive relationships with credibility, taste, price premium of products. The results also show that consumers' satisfaction with a marine product brand can be significantly influenced by its taste, package design, and price. When asked about developing a new Busan marine product brand, more than 80% of subjects answer that they are likely to purchase its products and even more respondents think developing a brand has a positive impact on the economy of Busan area.

• 한국프랜차이즈경영연구
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• 제13권4호
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• pp.13-22
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• 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).

• 디지털융복합연구
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• 제6권3호
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• pp.65-73
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• 2008

The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

• 한국관광식음료학회지:관광식음료경영연구
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• 제17권1호
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• pp.21-40
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• 2006

This researches aimed to find out the influence of Attribution making Image of hotel on Brand Loyalty at the Service Encounter. To achieve its goal, variables corresponding to the actual circumstances of hotels have been sampled on the basis of documentary studies. In addition, the research model, hypothesis, range of the research, and samples were selected and set up. Bellow Theoretical Results show us how effectively hotel's Image properties attributed at the Service Encounter can affect in making the Image of hotel positively and form the higher Brand Loyalty. Brand Loyalty can not be established at a time. Hotel's marketer will have to trace every single change of Band Loyalty through Marketing Research and Maintain a dominant position through a continuous relationship with guests.

• 한국조리학회지
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• 제23권2호
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• pp.135-145
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• 2017

The purposes of this study were to verify the effects of HMR (Home Meal Replacement) brand image on purchase intention and brand loyalty. In addition, the mediating role of brand trust was also examined between purchase intention and brand loyalty. This survey was conducted with those who have bought HMR in Seoul and Kyonggi area, Korea, using a convenience sampling method. After a total of 300 responses were collected, 275 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that emotional image had an effect on purchase of HMR but that social image did not have an effect on purchase of HMR. Second, purchase intention of HMR significantly impacted brand loyalty. Third, brand trust of HMR was found to mediate the relationship between purchase intention and brand loyalty of HMR. These findings provide practical implication for researchers and marketer regarding relationship marketing strategy in the HMR context.

• 한국조리학회지
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• 제23권7호
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• pp.112-128
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• 2017

This study aimed to find the influence with the moderating effects of brand credibility and the mediating effect of brand attitude from the relationship of Loss-Leader marketing factors, brand attitude and revisit intention to make management strategies and provide basic materials for the future restaurant industry. From the findings in this study, only limited sales strategy in the Loss-Leader marketing factors had a positive effect on revisit intention. Both Limited Sales and Price Discount Strategy in the Loss-Leader marketing factors had positive effects on the brand attitude, while Plus Pack strategy had a negative effect on the brand attitude. Also, the brand credibility has a significant moderating effect on the relationship between the Loss-Leader marketing factors and the brand attitude, and the brand attitude has a significant effect on revisit intention. The results indicated that these findings would be basic materials for Loss-Leader marketing factors and related studies in the future. In addition, this study suggests good implications in establishing and using the effective marketing management strategies in the restaurant industry.

• 한국조리학회지
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• 제14권1호
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• pp.123-133
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• 2008

Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.

• 한국조리학회지
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• 제22권1호
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• pp.108-116
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• 2016

Halal market has been growing tremendously recently. The food products occupies the most share in the Halal market category. The phenomenon could be explained by the increased number of consumer among Halal products. Apart from Muslims, who consumes Halal product due to religious obligations, it is assumed that non-Muslims have also started consuming Halal products, especially food items. Halal food products have been perceived as safer, animal friendly and environmental sustainable. Hence, the awareness of Halal principles, Islamic Brand, moral obligation animal welfare and food safety have been studied in this research in order to investigate the influence of Halal food product purchase intention among non-Muslim consumer using quantitative research method. Food safety has been identified to be the most significant in predicting the purchase intention of Halal food product. Furthermore, future studies are suggested to include additional variables such as habit and self-awareness.

• 한국프랜차이즈경영연구
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• 제3권1호
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• pp.26-45
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• 2012

최근 기업들이 마케팅의 효율성을 극대화하기 위해서 브랜드 경험에 초점을 맞춘 다양한 마케팅 프로그램을 실행하고 있으며, 이는 소비자들에게 자사의 브랜드에 대한 긍정적인 체험을 경험하도록 하여 충성도를 제고하기 위한 마케팅 활동이 온·오프라인을 가리지 않은 채 다양한 분야의 산업 영역으로 확대되고 있다, 한편, 공정거래위원회 정보공개서에 등록된 국내 프랜차이즈 브랜드 수는 모두 3,034개이며, 이 가운데 외식 프랜차이즈 브랜드는 2,145개로, 지난 10년간 양적인 성장을 거듭해 오면서 경쟁이 매우 치열해지는 양상을 보이고 있다. 이와 같은 시장 상황 하에서 외식 프랜차이즈 브랜드의 경쟁력 제고 방안을 도출하고자 본 연구를 진행하였다. 연구결과 소비자가 브랜드에 대해 느끼는 감정과 오감을 통한 반응이나, 브랜드에 대한 연상, 그리고 매장을 직접 방문하면서 느낀 행동 요인들이 포함된 브랜드 경험과 브랜드를 살아있는 대상으로 인식하여 인간의 특성을 브랜드에 부여하여 형성된 이미지를 의미하는 브랜드 개성이 모두 브랜드 태도에 유의한 영향을 미치는 것으로 나타났다. 그러나 브랜드 경험이 개성보다는 더 큰 영향을 미치고 있는 것으로 파악되었다. 외식 프랜차이즈 브랜드의 경험과 브랜드 개성에 대해 긍정적일수록 재 구매 의도 또한 증가되는 것으로 분석 되었으며, 두 가지의 구성개념 간에 영향력의 크기는 비슷한 수준을 보이는 것으로 나타났다. 또한, 외식 프랜차이즈 브랜드 태도는 재 구매 의도에 유의미한 영향을 미치는 것으로 나타나, 브랜드 태도가 긍정적일수록 구매 의도가 증가하는 것으로 밝혀졌으며, 이 같은 결과를 통해 브랜드에 대한 호의적인 태도 형성이 외식프랜차이즈 브랜드의 단골 고객 확보와 밀접한 관련성이 있음을 확인하였다. 마지막으로 브랜드 경험, 브랜드 개성이 모두 재 구매 의도와의 관계에 브랜드 태도가 유의한 매개역할을 하는 것으로 분석되었고, 이 또한 브랜드 개성보다는 브랜드 경험이 브랜드 태도를 매개하여 재 구매 의사에 상대적으로 큰 영향을 미치는 것으로 나타났다.

• 대한지역사회영양학회지
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• 제25권4호
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• pp.280-290
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• 2020

Objectives: This study investigated the menu and nutritional contents of convenience store lunchboxes, and evaluated the nutritional content by meal type, price, and store brand. Methods: In September 2019, 93 convenience store lunchboxes from the top five franchise stores were purchased. Relevant information on price, food weight, food ingredients, cooking methods, and nutrition labeling were subsequently collected. Nutritional content was evaluated based on the daily value (DV) and Index of Nutritional Quality (INQ), and energy contribution of carbohydrate, protein, fat, saturated fat and sugar was compared with the recommended range. Results: Most lunchboxes included the food groups; grains/starches, meats/fish/eggs/legumes, and vegetables. However, none provided fruits, and only a few lunchboxes provided milk/milk products. Stir-frying, deep-frying, and pan-frying were the most frequent methods of cooking. The average energy content of the lunchboxes was 736.6 kcal, whereas the average contents of protein, fat and saturated fat were higher than 40% of the DV, and sodium content was 66.8% of the DV. The contents of most nutrients in traditional type lunchboxes were higher, as compared to nutrients in onedish type lunchboxes. Considering pricing of lunchboxes, protein and sodium contents were higher in the higher-priced lunchboxes as compared to lower-priced lunchboxes, but there were no differences in the INQs. The contents of energy, protein, fat, saturated fat, and cholesterol significantly differed by brand. Conclusions: Our results indicate that convenience store lunchboxes contain high levels of protein, fat, saturated fat, and sodium. The nutritional contents differed by meal type, price, and store brand, and higher price did not imply higher nutritional quality. We propose the need to educate consumers to check nutrition labels and purchase appropriate lunchboxes. Manufacturers also need to make efforts to reduce the amounts of fat, saturated fat, and sodium, and not provide protein in excess.