• Journal of the Korean Society of Food Culture
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• v.28 no.2
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• pp.195-203
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• 2013

The aim of this study was to provide strategic implications for the coffee market in which competition got severer through IPA analysis based on the attributes of selection of a specialized franchise coffee shop. The results of a positive analysis conducted with undergraduates in their twenties were as follows: According to the evaluation of the importance of the attributes of selection of a specialized coffee shop, the most important were 'cleanliness and hygienic facilities inside the shop (6.09)' and 'taste and quality of the menu (coffee) (6.09)'. According to the performance analysis, those showing the highest performance were 'brand image (4.92)' and 'cleanliness and hygienic facilities inside the shop (4.92)'. According to the result of IPA analysis, what customers regarded as being the most important were 'taste and quality of the menu (coffee)', 'kindness of the staff', and 'cleanliness and hygienic facilities inside the shop', and, in fact, they showed great performances as well. However, 'price of the menu (coffee)' was regarded as being important but did not indicate a great performance; therefore, they showed dissatisfaction with it. Although they did not think 'environment around the shop', 'brand image', 'brand recognition' or 'interior size and scale of the shop' were important, the attributes did not appear to show great performances. Therefore, we need constant maintenance strate gies regarding the fact that consumers are considered to be very important for evaluation, and should make efforts to change the price in advance.

• Asian Journal of Business Environment
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• v.9 no.3
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• pp.21-26
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• 2019

Purpose - This study aims to investigate the effect of brand image and trust of a home meal replacement (HMR) industry on customer satisfaction and repurchase during online shopping. Research design, data, and methodology - With 217 questionnaires, this study was conducted by AMOS 20.0, and the Structural Equation Model (SEM) as statistical method was used for examining the hypotheses in this study. Factors such as brand image and brand trust in customer shopping for HMR products online were tested, and relationships between satisfaction and repurchase were studied. Results - Brand image and brand trust in terms of online shopping for HMR were found to affect satisfaction significantly; in addition, the path where satisfaction leads to repurchase was found to be significant. However, brand image and brand trust for HMR in online shopping differed depending on customer age groups. The path-coefficients from brand image of HMR in online shopping to satisfaction were more significant in the older age group; meanwhile, the path-coefficient from brand trust to satisfaction was significant in the younger age group. Conclusions - Results of the study suggested the importance of the attributes for buying HMR products online and provided meaningful implications of difference between age groups when they choose the products.

• Journal of the Korean Society of Food Culture
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• v.23 no.2
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• pp.172-183
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• 2008

The present study assessed how restaurant brand personality affected customer’s awareness/association, emotional-relationship and image, and how these factors influenced brand loyalty. As well, the influence of restaurant brand personality to brand loyalty was assessed. The model was tested in family restaurants in the metropolitan cities of Ulsan and Daegu. Between January 1 and February 28, 2007, questionnaires were distributed to restaurant patrons. A total of 274 questionnaires were statistically analyzed. Empirical results confirmed that restaurant brand personality increased brand awareness/association, brand emotional?relationship and brand image, and that these attributes increased brand loyalty. Restaurant brand personality affected brand loyalty. The research findings indicate that managers of family restaurants should pay attention to the emotional reaction of customers to their establishment. This involves employee actions that make dining a pleasurable experience.

• Journal of Distribution Science
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• v.12 no.8
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• pp.83-90
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• 2014

Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.

• Journal of the Korean Society of Food Culture
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• v.29 no.6
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• pp.549-556
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• 2014

This study aimed to determine consumer satisfaction according to selection attributes of specialized coffee shops and also understand the effects of consumer satisfaction on recommendation intention and revisit intention. Through positive analysis, the study produced the following results. In the factor analysis of selection attributes of specialized coffee shops, there were six factors: 'quality', 'brand image', 'economic feasibility', 'menu diversity', 'the atmosphere and convenience of the shop', and 'service'. Among these factors, 'brand image', 'economic feasibility', and 'menu diversity' were found to exert a significant influence on consumer satisfaction. Second, consumer satisfaction had a significant influence on recommendation intention and revisit intention. Third, consumer intention to revisit specialized coffee shops showed a significant influence on recommendation intention.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.27-37
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• 2016

This study examined consumer perceptions towards outdoor wear differentiation and product attributes for outdoor wear differentiation to develop an outdoor wear differentiation strategy. It also investigated how consumer's evaluated product attributes according to consumer's demographic characteristics. Data were acquired from a survey of 454 adult respondents aged over 20 that was analyzed with descriptives, frequency, t-test, one-way ANOVA, factor analysis, and reliability. The results were as follows. First, it showed that consumers did not have a positive or a negative perception toward outdoor wear differentiation, and they thought outdoor wear should be differentiated. Those married and older tended to think that outdoor wear should be differentiated more than that for those single and younger. Consumer evaluations were significantly different on the necessity of outdoor wear differentiation according to age and total income. Second, consumers assessed that color, pattern and textiles had similar characteristics among outdoor wear brands; in addition, brand recognition and brand image had very different characteristics. Third, product attributes for outdoor wear differentiation were service and store, product quality, brand and popularity, and product designs with mean values of product quality, product design, service and store, and brand and popularity, respectively. Fourth, consumers were significantly different in the importance assessment of product attributes for differentiation according to gender, marital status and age.

• Journal of Distribution Science
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• v.21 no.1
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• pp.85-93
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• 2023

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

• Asia Marketing Journal
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• v.16 no.1
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• pp.169-193
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• 2014

The earlier studies have verified that brand values have significant impact on financial values such as stock return and stock price to justify marketing costs for brand building. Except for Mizik and Jacobson (2008), however, little research has addressed what kinds of brand components composing brand values have a significant relationship with financial values. As a follow-up research of Mizik and Jacobson (2008), this research focuses on what kinds of relationships exist between the unanticipated change of each brand asset component and stock return, one of the financial values. The authors selected six brand asset components from the Korea-Brand Power Index(K-BPI) data in which 'Top of Mind,' 'Unaided Awareness,' and 'Aided Awareness' are brand awareness measures and 'Image,' 'Purchase Intention,' and 'Preference' are brand loyalty measures. Out of those six brand components, they found that unanticipated changes of 'Top of Mind,' 'Unaided Awareness,' 'Image,' and 'Preference' have significantly positive effect on unexpected stock return change. Therefore, they conclude that these four brand asset components provide incremental information in explaining unanticipated stock return.

• International Commerce and Information Review
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• v.19 no.2
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• pp.109-141
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• 2017

Recently, by increasing the importance of the western China as consumer market, the need for a systematic and scientific study of the western Chinese consumers has been raised. This study researches how country image and product attributes as well as brand personality influence the western Chinese consumers' selection of Korean products. This study used the data which were collected through survey of adult consumers residing at six city of western China on Korean products' selection. Then the results are used for statistical analysis. The empirical findings are as follows: country image and product attributes as well as brand personality influence on the western Chinese consumers' selection of Korean products although there exist difference. Among three factors, the western Chinese consumers have most influences by product attributes. And brand personality in relation to its symbolic aspect has an important influence on the western Chinese consumer's Korean products selection. This study has presented the main implications of the preferred marketing strategies for Korean enterprises in the western China on the basis of these research results.

• Journal of Distribution Science
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• v.17 no.2
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• pp.35-42
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• 2019

Purpose - There is little research on the market of foreign infant education materials. So, it is needed to deeply examine the development and preference factors of foreign infant education materials. Therefore, this study presents a future method and model for analyzing the important variables of buying foreign infant education materials. Research design, data, and methodology - The conjoint analysis method and model of this paper is used as follows. Conjoint analysis method is possible to derive the attributes to be analyzed through the model of the preferred factors, and then to derive the sub-attributes of the attributes. Results - This study derived preference attributes between brand benefit, equity (brand image, loyalty, awareness), distribution network (department store, specialty stores, discount store, internet mall), and service quality (tangibles, reliability, responsiveness, assurance, empathy) in infant education materials conjoint model. Conclusions - Since the opening of the education market in Korea, parents have a high education level due to low birth rate. The advantages of the conjoint analysis method have been extended to the study of infant education materials. Based on this, this paper will identify important attributes that are considered in preference of foreign infant education materials and help to establish and implement future marketing strategies.