• The Korean Journal of Franchise Management
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• v.16 no.4
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• pp.41-57
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• 2025

Purpose: This study aims to examine how experiential value in food tourism influences tourists' revisit intention through the mediating roles of nostalgia, emotional bond, and place attachment. By identifying the psychological mechanisms that transform food-related experiences into behavioral loyalty, this study expands theoretical perspectives on food tourism and emotional consumption. Research design, data, and methodology: A total of 230 valid responses were collected from tourists who had recently experienced food tourism in Gwangju and Jeonnam regions during August 2025. The survey data were analyzed using SPSS 28.0 and AMOS 28.0. Exploratory and confirmatory factor analyses were conducted to verify reliability and validity, followed by structural equation modeling to assess the causal relationships among the study variables. Result: Experiential value significantly and positively influenced nostalgia, which in turn enhanced emotional bonding with the place. Emotional bonding was found to be a strong predictor of place attachment, and place attachment significantly increased revisit intention. These results suggest that emotional responses and psychological connections generated through food experiences play a decisive role in shaping loyalty toward destinations. Conclusion: Food tourism experiences not only offer sensory satisfaction but also stimulate affective memories and attachment to destinations. Strengthening emotional and relational components in food tourism can effectively enhance tourists' behavioral intentions. Destination marketers should leverage local cuisine as a strategic tool to create meaningful, memorable, and emotionally engaging experiences that foster long-term tourism sustainability.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.261-272
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• 2019

The purpose of this study is to examine the moderating effect of emotional bond in the effect of the congruence of self-image and the team's loyalty to professional baseball spectators, to enhance the effectiveness of emotional bond between the club and the spectator, and to suggest implications for establishing the club's brand marketing strategy. For this purpose, a survey was conducted on 500 professional baseball spectators, and the results of correlation analysis, stepwise regression analysis and hierarchical regression analysis using SPSS 21.0 based on 450 collected data are as follows. First, among the professional baseball spectators and the team's self-image, the realistic self-image factor had a significant effect on the club's loyalty. Second, it was confirmed that the congruence of realistic self-image moderated the effect of congruence of realistic self-image on club loyalty. This result shows that the formation of emotional bond has no influence on the congruence of ideal self-image and is related to the realistic self-image that the club is showing at present. Therefore, it is necessary to establish a marketing strategy that can highlight this effect by considering these points.

• Journal of Convergence for Information Technology
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• v.9 no.5
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• pp.235-242
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• 2019

we explored the case of 'H-Community', a private organization that supports alcohol-dependent homeless people living in the Jokbang village, based on the awareness that "the key to social assistance for alcohol-dependent homeless may be an influential relationship to replace the role of their families." The data collection and analysis followed the research that Spradley presented, and the result was 'living in the balance rather than the great affection'. However, the density of the relationship and emotional bond appeared different, which had something to do with their respective life processes and their health, age and economic conditions. These differences were categorized and suggested as arguments through 'a family-alternative relationship', 'emotional bond' and 'participation'. Based on the results, the conclusions presented the implications needed for alcohol-dependent homeless people.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.339-351
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• 2016

Current study conducted to verify the impact of emotional labor by Rapport on job burnout and organizational satisfaction from five-star hotel chefs located in Seoul. Survey distributed to employees who are working for department of foodservice from ten five-star hotels, and total 257 respondents were employed for data analysis. The Rapport was tested by using two sub-variables: enjoy relationship and personal bond, the emotional labor were measured by three sub-dimensions: surface behavior, emotional behavior, and inner behavior. Results found that enjoy relationships and personal bonds have significant influence on surface behavior, but the rapport have not significant impact on emotional behavior. In addition, only personal bond of rapport has significant influence on personal bon in present study. Furthermore, all elements of emotional behavior except surface behavior were significant predictors of job burnout, and organizational satisfaction. Hence, this study contributed to provide various practical implication as well as theoretical implications to managers or organizers of five-star hotels especially for foodservice employees.

• Journal of Fashion Business
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• v.19 no.5
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• pp.157-174
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• 2015

This research intends to observe the effects of social capital regarding fashion social enterprises on the community sense of participating consumers, and verify the relationship of the effects that such social capital and community sense have on sustainability formation variable(shared values, suitability of values, behavioral flow, cognitive belief and long-term relationship orientation) of social enterprises. For such analysis, a sample of 400 consumers with experience of purchasing products of fashion social enterprises more than once was utilized, and path analysis was conducted utilizing AMOS 20.0. As a result of this research, first, information sharing, social participation among the characteristic factors of social enterprises' social capital had a meaningful impact on shared values, and self-pursuit and significance meaningfully affected the suitability of values. Second, mutual influence, sense of belonging, satisfaction of needs and emotional bond among the characteristic factors of community sense between social enterprises and consumers meaningfully affected shared values, whereas mutual influence, sense of belonging and emotional bond substantially influenced suitability of values. Third, shared values and suitability of values affected the relationship between behavioral flow and cognitive trust, and behavioral flow and cognitive trust both had meaningful impact on long-term relationship orientation.

• Management & Information Systems Review
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• v.31 no.4
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• pp.139-165
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• 2012

This paper examine the roles of social rapport and friendship which are the representative variables of strong emotional bonds between customers and firms in service relationship marketing. As results, social rapport and friendship were confirmed as positive moderators between a relational antecedent variable and a relational mediator variable. In other words, emotional bonds, such as social rapport and friendship, stimulated relationship development in service relationship marketing. Meanwhile, customer-firm emotional bonds seemed to be a negative effect on the stage of a relational mediator variable and a relational outcome variable. This meant that relational mediator variable and emotional bond variables(social rapport and friendship) individually had an positive effect on a relational outcome variable. If emotional bonds between customers and firms had already built, they could have positive influence on the relational outcome, regardless of relational mediator variables. Conclusively, firms' relational efforts focus on the building the emotional bonds with customers, not on the process of relational antecedents, mediators, and consequences.

• Journal of Distribution Science
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• v.12 no.4
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• pp.11-22
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• 2014

Purpose - The domestic franchise industry has made significant contributions to industry such as investment, employment, and community economy development, facilitating growth potential. The franchise industry provides management knowhow transfer between parent companies and franchisees as per contracts addressing use of business signs, franchisees' independent position, franchisor support, and royalties to be paid to the franchisors. However, many franchisors lack management knowhow and provide insufficient support because of poor control of franchisees and not having a systematic approach to support. This results in dissatisfied franchisees and failure to establish long-term relationships. Few studies have examined relational commitment and/or re-contract intention by support resources between franchisors and franchisees, despite a considerable output of theories and studies of the growth of the franchise industry. The purpose of this study, therefore, was to examine the effects of the ability to provide resources on relational commitments and re-contract intention, and to suggest causal relationships and implications. Research design, data, and methodology - The subject was domestic franchisors registered with the Association of Franchise with more than 50 franchisees. Franchisees under contract for 2 years and considering re-contract of their franchise 2 years later were used. The subjects totaled 300 franchisees in Seoul. A questionnaire survey was used to investigate the subject of franchisees' concessions during the 10 days from November 21, 2013 to November 30, 2013. After excluding 16 surveys with poor answers, 284 responses were finally used. Four areas and 44 questions were used. A nominal scale was used for four common characteristics questions including gender, ages, educational background, and franchise managing time. Questions regarding ability, relational commitment, and re-contract intention made use of a Likert 5-point scale. Data coding and data cleaning were used. SPSS 18.0 was used as follows. First, frequency analysis was done to investigate demographic characteristics. Second, exploratory factor analysis was done to verify validity of testing tools, and Cronbach's α coefficient was used to verify reliability. Third, correlation analysis and multiple regression analysis were done. An exploratory factor analysis was done to verify validity of concepts. A correlation analysis was done to test relationships between the variables, and multiple regression analysis was done to verify franchisor's ability, franchisees' relational commitment, and re-contract intention. Results - The following were the outcomes. First, store operation management, finance operation management, and human resource management affected the calculated bond. Second, store operation management and finance operation management affected the emotional bond. Third, store operation management, finance operation management, human resource management, and marketing management affected the prescriptive bond. Fourth, calculated bond and prescriptive bond had an effect on re-contract intention. Conclusions - As stated above, in franchise management, parent companies' offer and instruction of core competence to their franchisees as an information resource could improve the relational bond by helping them grow together through the resource sharing. Consequently, core competence factors were promoting factors that could improve franchisees' re-contract intention for a long time.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.79-91
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• 2016

This research was conducted over one month from May 1st to May 30th, 2015. Data were collected after confirming purpose of current study with eating house manager from the restaurant consumers. This study investigated the impact of nostalgia tendency on the propensity to revisit the eating house. Nostalgia impact on the propensity of the perceived emotional food repurchase also had the effect of significantly positive (+) on the road to repurchase B=0.767(p<.001). The coefficient of determination for measuring the adequacy of the model to determine the coefficient that measures the suitability of the model was explaining 58.9% of the variation in the premises 0.589, models with F=431.234(p<.001) to verify the significance of the model is significantly It has been described. Second, nostalgia tendency and social tendencies of the bond part had a strong impact in moderating effects of (-). The lower the social bond was investigated by increasing the propensity nostalgia.

• The Korean Fashion and Textile Research Journal
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• v.27 no.2
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• pp.139-147
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• 2025

This study examines the impact of hot (based on emotions) and cold (based on object-relevant beliefs) relationship quality, as perceived by fashion consumers on recommerce platforms, mediated by consumer trust and commitment, on their intention to use the platform. Focusing on the quality of the relationship between consumers and recommerce platforms in the context of fashion product transactions, this study empirically investigates the mediating role of trust and commitment in influencing platform usage intention. Additionally, it verifies the moderating effect of relationship duration based on the length of platform usage. A survey was conducted with 288 adult men and women in their 20s and 30s. The collected data were analyzed using SPSS 27.0 for descriptive statistics, frequency analysis, and reliability analysis. To test the research hypotheses, AMOS 27.0 was used for confirmatory factor analysis, structural equation modeling, and multi-group analysis. The findings indicate that the more positive the consumers' cognitive relationship quality, based on the performance and evaluation of the company or brand, the higher their trust in and commitment to the platform, which, in turn, positively influences their intention to use the platform. Similarly, regarding emotional relationship quality, which relates to consumers' emotional connection, intimacy, or bond with the recommerce platform, a higher perception of emotional relationship quality leads to greater trust and commitment, which positively affects platform usage intention. Furthermore, the study confirms that the effects of cognitive and emotional relationship quality on trust and commitment vary depending on the duration of the consumer-platform relationship.

• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.