• Journal of Fashion Business
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• v.15 no.3
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• pp.142-155
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• 2011

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.

• Journal of the Korean Society of Food Culture
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• v.27 no.5
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• pp.481-489
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• 2012

This study examines the effects of restaurant attributes on customers' perceptions of price and brand reputation. Four restaurant attributes were used to represent restaurant quality. Multiple regression was conducted to measure the relationships between the four restaurant attributes and price and brand reputation. Further, an independent T-test was used to compare differences between perceptions of locals and tourists with regard to restaurant quality under two categories (price and brand reputation) after they selected a restaurant. Results of this study revealed that residency did not have a significant impact on customers' perceptions of price or brand reputation, whereas restaurant attributes did have an impact. Taste was a predictor of perceived price, whereas service and atmosphere were predictors of brand reputation. In addition, comparison of restaurant attributes between locals and tourists showed that sanitation and service were significantly different in accordance with price and atmosphere, whereas taste and service were significantly different in accordance with brand reputation. Locals showed higher means for each restaurant attribute compared to tourists.

• Culinary science and hospitality research
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• v.10 no.4
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• pp.1-14
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• 2004

This study investigates and analyzes the diversity of menu in military meal services that are recognized by the soldiers who are familar with meal services and, suggest the implications on the results of the analysis. For the ranks of respondents in terms of demographic features, the sergeants were 43.2%(186), the corporals were 29.7%(128). It was identified that the diversity of menu had significant influences as 57.5%. Thus, for the satisfaction on the kitchen and mess hall service, the sanitary condition was the most considerable factor as 41.6%. Next, water supply facilities, sewer hygiene and towels in washstaynds were the issues to be considered more. In conclusion, this study was limited only to the air soldiers in Chungcheon. Then, the future study needs to expand the samples more than this study to apply the results to the entire army. Moreover, the study could not be actively performed because of the particularity of the army. Consequently, it is required to make these kinds of researches dynamically performed like for any other meal service industries.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.86-98
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• 2008

This study aims at examining the effect of word-of-mouth communication through mini homepage on purchase attributes and mapping out a marketing strategy based on this. For this, it made an analysis of the communication level with 302 mini homepage users. The result showed that the communication level of information exchange has a positive effect on the purchase experience of food service products significantly, showing that the higher its level is, the more frequent its experience is. And it showed that the communication level of relationship retention has a negative effect on the purchase experience of food service products significantly, showing that the higher its level is, the less frequent its experience is. These results demonstrated the utility that can increase word-of-mouth communications through information exchange and relationship retention, given that they are used with the object based on the kinship of information exchange and relationship retention as word-of-mouth communications, and that they lay stress on the connection with other people in the mini homepage.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.99-114
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• 2008

The purpose of this study is to examine the relationships between each type of attitudes toward money and the attributes of choosing family restaurants. A self-administrated questionnaire was completed by 387 students, and data were analysed by frequency, factor, reliability and canonical correlation. Seven factors were obtained from factor analysis of attitudes toward money; Factor 1 "power", Factor 2 "obsession", Factor 3 "retention", Factor 4 "achievement", Factor 5 "anxiety", Factor 6 "distrust", and Factor7 "evaluation". The attributes of family restaurant choice were extracted into six factors: Factor 1 "quality of food", Factor 2 "restaurant event", Factor 3 "interior environment", Factor 4 "value of food", Factor 5 "convenience for approach", and Factor 6 "employees' service". Canonical correlation analysis showed three significant functions. Canonical function 1 showed that the attitudes of considering the power of money, its retention and achievement were indicated to have significantly positive relationships with the quality of food in the attributes of choosing family restaurants. Canonical function 2 showed that significantly negative relationships between distrust and restaurant events and convenience for approach. Canonical function 3 also showed that significantly positive relationships between obsession and anxiety and the interior of restaurants and employees' service, and significantly negative relationships between evaluation and the interior of restaurants and employees' service.

• Culinary science and hospitality research
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• v.14 no.3
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• pp.109-122
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• 2008

This study aims to examine the properties of using bakeries based on demographic variables and repurchase intention and recommendation intention according to participation rates in promotional events. First, demographic characteristics and frequency of using bakeries were analyzed. Second, crosstabulation analysis on usability was conducted according to demographic variables. Third, effects of participation rates in promotional events on repurchase intention and recommendation intention were examined. This study could provide the reasons why bakeries should do promotional events, showing their effects on sales. Surveys were conducted with the students of the culinary department and bakery customers to investigate the influence on repurchase intention and recommendation intention according to participation rates in promotional events. As a result, both repurchase intention and recommendation intention showed a significant result. Also, the study aims to improve understanding by analyzing demographic variables on the properties of using bakeries(frequency in use of bakeries, purchase type, bakery type that is preferred, a time slot being made a purchase, objects of purchase, and purchasing price per person) and create data to help the management of a bakery.

• Culinary science and hospitality research
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• v.14 no.3
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• pp.143-155
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• 2008

The objective of this study is collecting the basic information about the consumption of fish paste for developing Busan Fish-Paste products. Also, we tried to validate the effects of Busan Fish-Paste's Brand factors for its consumers. A survey was conducted to analyze the consumers who purchased fish paste products. The result showed that 60 percent of the respondents preferred Busan Fish-Paste. And 41 percent of the respondents considered the taste of fish paste products when purchasing them. As for brand, the perceived quality of Busan Fish-Paste had extremely positive influence on consumers' satisfaction. And consumers' satisfaction had significantly positive influence on brand preference and brand loyalty.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.215-224
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• 2008

The objective for this research was to clarify the preference for alternative restaurants with different combinations of factor levels: local specialty food, non-local specialty food, very attentive service, moderately attentive service, not attentive service, traditional decoration, modern decoration, \10,000, \15,000, and \20,000. Total 230 copies of questionnaire were completed. Conjoint experiment method was used to develop full restaurant profiles. Ordinal probit model was used to measure the effects of factor levels on the preference. Results of the study demonstrated that the ordinal probit model analysis result for the data also indicated a good model fit. The effects of factor levels on the preference were statistically significant. As expected, the estimates of implicit price to pay were statistically significant. Moreover, the customers were more willing to pay for local specialty than other factor levels. The customers also considered the food factor as a very important factor. This research suggested that the customer's decision-making process for restaurants was best modeled as a conjoint experiment method that combines various factor levels. And it showed the results could be used as good data for understanding the relationships between the factors and preference in choosing food and restaurants in tourist areas.

• Culinary science and hospitality research
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• v.23 no.4
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• pp.163-174
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• 2017

This study aimed to make stock for purpose of reducing visual image, and the stock was used with two-spotted cricket as general food material of edible insects. According to the results, color value was darkest and brownest with increased boiling time, salinity and $^{\circ}Brix$ increased significantly (p<0.001). With increased boiling time, pH and moisture content was the lowest. In the total content of free amino acids was highest in 45 min with boiling time. The quantitative descriptive analysis of two-spotted cricket stock was evaluated, which was the strongest with increased boiling time, and acceptance test was best results in TCS45. Therefore, it was possible to produce stock with excellent sensuality which was used by high-pressure method for 45 in making a two-spotted cricket stock. It was judged that making insects food can reduce visual aversion as stock. So, the possibility of food ingredient was identified so that two-spotted cricket led to the increase of domestic interests.

• Culinary science and hospitality research
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• v.10 no.1
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• pp.140-152
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• 2004

This study investigates and analyzes the diversity of menu in military meal services that are recognized by the soldiers who are familar with meal services, and suggests the implications on the results of the analysis. For the ranks of respondents in terms of demographic features, the sergeants and corporals were 43.2%(186) and 29.7%(128) apiece. It was identified that the diversity of menu and significant influences as 57.5%. Thus, it is necessary to diversity the menus more than the present menus to increase the satisfaction of new generation on military meal services. The most influential factor on the diversity of menu was the hard-boiled food as 29.9% among 15 items. Therefore, the first measure to intensify the satisfaction of soldiers on meal services is to diversity the hard-boiled food. Accordingly, this measure will contribute to relieve the most biggest complaints on the diversity of menu in military meal services. For this purpose, it is recommended to replace the kitchen work system consisted of kitchen polices with the non-officer system enabling the long-term service. The kitchen polices are transferred to the first reserve list when they are accustomed to their duties because the period of service is limited under the present kitchen police system. Therefore, the present kitchen police system has the problem that it can't overcome the limit in terms of the quality of meal service.