• 한국식생활문화학회지
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• 제21권4호
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• pp.396-405
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• 2006

The purpose of this study was to analyze the effect of the consumer-brand relationship quality on revisit intent and recommendation intent in the family restaurant. The questionnaires were distributed to 320 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November,10 to 24,2005. The 287 questionnaires were responded, and 15 unusable questionnaires were excluded, then 272 were used for the final analysis(response rate: 85.0%). The result of this study showed that 3 constructs(self-connective attachment, satisfaction and intimacy) of consumer-brand relationship quality have significant effects on the revisit intent(p<.01) and 2 constructs(satisfaction and intimacy) of consumer-brand relationship quality had significant positive effects on the recommendation intent in the family restaurant(p<.01) It meant that as consumer-brand relationship quality became stronger, the customer's revisit intent and recommendation intent became greater. As a conclusion, the foodservice manager in the family restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship especially emphasizing on satisfaction and intimacy in order to increase the revisit intent and recommendation intent of customers.

• Journal of Nutrition and Health
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• 제39권2호
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• pp.201-211
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• 2006

The purpose of this study was to analyze the determinants affecting the consumer-brand relationship quality (CBRQ) in the fast food restaurant. The questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method from December, 6 to 14, 2004. The 246 questionnaires were responded, and 12 unusable questionnaires were excluded, then 234 were used for the final analysis (response rate: 93.7%). SPSS (12.0) was used for the statistical analysis. The result of this study showed that the CBRQ of low monthly income group was significantly lower than that of high monthly income group (p < .05), and the CBRQ of more frequent visiting group was significantly higher than that of less frequent visiting group (p < .001). The CBRQ of group who spend less than 30 minutes on their visiting the fast food restaurant was lower than that of group who spend more than 30 minutes (p < .01). As a conclusion, the operators in the fast food restaurant should focus on the concentrated marketing strategy for the frequent-visiting customers who had a strong quality of consumer-brand relationship in order to increase sales volume, and at the same time they should try to make marketing strategy to induce the less frequent-visiting customers who had less strong consumer-brand relationship quality to their restaurants in order to strengthen quality of consumer-brand relationship, which would be resulted to lead them to their restaurant more frequently.

• 유통과학연구
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• 제21권7호
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• pp.11-20
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• 2023

Purpose: The development of e-commerce in the marketplace is becoming a big trend, but there is a handful of research about the unique characteristics of e-commerce. Online distribution has several differences from offline, such as consumer approach, payment, and product assortment. In addition to the relationship between quality factors and e-commerce satisfaction, this study research how brand awareness affects consumer satisfaction and which quality factor affects brand awareness. Research design, data, and methodology: This study conducted a survey on 457 customers using top online shopping malls. As for the analysis method, multiple regression analysis to verify the mediating effect. Results: All quality factors and brand awareness affect consumer satisfaction. Among the quality factors, only price, payment, and delivery had an effect among the four factors. As a result of verifying the mediating effect of brand awareness in the relationship between online shopping mall quality factors and consumer satisfaction, price, payment, and delivery showed mediating effects. Conclusion: Online shopping mall satisfaction affects the satisfaction of brand awareness consumers perceive aside from consumers' direct experience. The result showed that price, payment, and delivery were significant in the relationship of quality factor and brand awareness of an online shopping malls.

• 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.

• 웰빙융합연구
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• 제4권4호
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• 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.

• 한국의류학회지
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• 제40권3호
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• 한국식품영양과학회지
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• 제34권4호
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• pp.489-495
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• 2005

본 연구에서는 패스트푸드 레스토랑에 있어서 소비자-브랜드 관계의 질이 고객의 브랜드 충성도에 영 향을 미치는지를 알아보고자 마산 지역에 위치한 K 대학의 대학생들을 대상으로 설문조사를 실시하였다. 설문조사 내용으로는 인구통계학적 자료, 소비자-브랜드 관계의 질 그리고 브랜드 충성도에 관한 문항으로 구성하였다. 2004년 12월 6일부터 14일까지 총 250부의 설문지를 배포하여 234부가 회수되어 $93.7\%$의 회수율을 보였다. 본 조사를 위한 측정도구의 신뢰도 검증 결과 Cronbach's alpha 계수가 0.7이상으로 높은 신뢰도를 나타내었으며 타당도 검증 결과 $60\%$이상의 설명력을 나타내 높은 타당성을 나타내었다. 소비자-브랜드 관계의 질 수준이 높은 그룹과 낮은 그룹 간의 브랜드 충성도의 차이를 비교해 본 결과 브랜드 관계의 질 수준이 높은 그룹의 브랜드 충성도가 낮은 그룹보다 유의적으로 높은 수준을 나타내었다. 패스트푸드 레스토랑의 소비자-브랜드 관계의 질(독립변수)이 브랜드 충성도(종속변수)에 영향을 미치는지 분석하기 위하여 다중회귀분석을 실시한 결과 독립변수가 종속변수에 미치는 영향력은 $54\%$의 설명력을 보였으며, 소비자-브랜드 관계의 질의 5개 구성 요소(자아연계적 애착, 만족도, 신뢰, 몰입, 친밀감) 중에서 만족도와 몰입의 2개 구성 요소가 유의수준 p<0.05에서 유의적으로 브랜드 충성도에 정(+)의 영향을 미치는 것을 알 수 있었다. 결론적으로 소비자 브랜드 관계의 질이 강하게 형성될수록 소비자의 브랜드 충성도가 높아지는 것임이 입증되었다. 따라서 향후 패스트푸드 레스토랑 운영자들은 궁극적으로 소비자의 브랜드 충성도 형성을 통한 꾸준한 매출과 성장을 위하여서는 기존의 브랜드에 대한 홍보보다는 소비자-브랜드 관계의 질을 강하게 형성할 수 있는 마케팅 전략을 강화하도록 하여야 할 것이다.

• 디지털산업정보학회논문지
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• 제7권3호
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• pp.175-187
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• 2011

People could be effected by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude because of a lack of information about products or services what they needed. And also there are two kinds of views about Brand communication. One is that Brand communication would be weakening due to less cost to search information. the other is that Brand communication would be strengthen because of a lack of sensibility to product. Therefore, the purpose of this study is to examine the function of online word of month and the effect of brand communication by adopting a concept of BRQ. As The results, First, Online word of mouth have significantly effected on consumer's attitude even though those information are all texts and have been suspicious if it is true or not. Second, consumer brand relationship quality have a influence on consumer's attitude. In conclusion, This study would give implications for companies to build marketing strategies.

• 한국식품조리과학회지
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• 제22권4호통권94호
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• pp.495-503
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• 2006

본 연구에서는 패밀리 레스토랑에 있어서 소비자-브랜드 관계의 질이 고객의 브랜드 충성도에 영향 미치는 지를 알아보고자 마산 지역에 위치한 K 대학의 대학생들을 대상으로 설문조사를 실시하였다. 설문조사내용으로는 인구통계학적 자료, 패밀리 레스토랑 이용실태, 소비자-브랜드 관계의 질 그리고 브랜드 충성도에 관한 문항으로 구성하였다. 2005년 11월 20일부터 24일까지 총 320부의 설문지를 배포하여 272부가 회수되어 85.0%의 회수율을 보였다. 본 조사를 위한 측정도구의 신뢰도 검증 결과 Cronbach's alpha 계수가 0.7이상으로 높은 신뢰도를 나타내었으며 타당도 검증 결과 60%이상의 설명력을 나타내 높은 타당성을 나타내었다. 패밀리 레스토랑의 소비자-브랜드 관계의 질(독립변수)이 브랜드 충성도(종속변수)에 영향 미치는 지분석하기 위하여 다중회귀분석을 실시한 결과 독립변수가 종속변수에 미치는 영향력은 36.1%의 설명력을 보였으며, 소비자-브랜드 관계의 질의 5개 구성 요소(자아연계적 애착, 만족도, 신뢰, 몰입, 친밀감) 중에서 만족도와 친밀감의 2개 구성요소가 유의수준 p<0.01에서 유의적으로 브랜드 충성도에 정(+)의 영향을 미치는 것을 알 수 있었다. 결론적으로 소비자-브랜드 관계의 질이 강하게 형성될수록 소비자의 브랜드 충성도가 높아지는 것임이 입증되었다 따라서 향후 패밀리레스토랑 운영자들은 궁극적으로 소비자의 브랜드 충성도 형성을 통한 꾸준한 매출과 성장을 위하여서는 기존의 브랜드에 대한 홍보보다는 소비자-브랜드 관계의 질을 강하게 형성할 수 있는 마케팅 전략을 강화하도록 하여야 할 것이다.