• Culinary science and hospitality research
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• v.13 no.1 s.32
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• pp.1-10
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• 2007

Co-branding of food courts is turning into a trend with the activation of recent entrance of famous restaurants into shopping departments and other large-size buildings. This research analyzes the effects of co-brand food courts on the choices of dining enterprises by dealing with the customers of these newly activated food courts in shopping malls and large-size buildings. By analyzing the effects of the present status of customers' using food courts according to the characteristics of their choices of dining enterprises, food and brand elements were found to have an effect on the restaurant brand recognition of food courts, and price factor was found to have an effect on an visitors' recommendation intension. Therefore, customers who set importance on food and brand elements tend to take the brand of food courts into consideration as well; therefore, the maintenance of food quality and strengthening of brand image are mandatory in case of food court operation.

• The Korean Journal of Health Service Management
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• v.9 no.2
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• pp.1-12
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• 2015

The objective of this study was to verify the effects of brand equity of small & medium hospitals on trust and relationship commitment and mediation effect of trust in the relation between brand equity and relationship commitment. For testing reliability and validity of the measurement tool, Cronbach's ${\alpha}$ and confirmatory factor analysis was used, respectively. A structural equation model was applied for verifying the study model suggested. Out of 450 questionnaires distributed, 439 was returned. On the study results, brand image and perceived quality positively determined trust of customers for small & medium hospitals. Customers' trust also has a positive effect on relationship commitment. Brand awareness positively influence the levels of relationship commitment. Moreover, a mediation effect was identified. Customers' trust mediated the effects of brand image and perceived quality on relationship commitment of hospitals customers. On conclusions, relationship commitment was determined, either directly or indirectly, by brand image and perceived quality, while trust mediated the their relationship. Thus, hospitals management may use the concepts of brand equity and trust as a key success factor of their business purposes.

• The Journal of Industrial Distribution & Business
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• v.10 no.8
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• pp.7-15
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• 2019

Purpose - This study aims to examine the influence of social network service (SNS) on the brand image of infant food products; highlight the effects of brand image on the purchasing and word-of-mouth intention; and explore the effects of the purchasing intention on the word-of-mouth intention. Research design, data, and methodology - Based on previous studies, it was found that the fundamental SNS characteristics for infant food products are reliability, interactivity, and informative. Using AMOS 22.0 and structural equation modeling (SEM), 288 questionnaires were surveyed as a statistical method for examining the proposed hypotheses. Results - The analysis shows that reliability and informative have significant impacts on brand image, whereas interactivity does not. Again, the effect of brand image of infant food products on the purchase and word-of-mouth intention is statistically significant. However, the results differ across the "working housewife" and the "full-time housewife" groups. The connection between reliability and brand image was found to be statistically significant in this study. Conclusions - This study analyzes the effects of SNS characteristics on the brand image of infant food products and the effect of the brand image on purchase and word-of-mouth intentions, and provides practical implications for the same.

• Journal of the Korean Society of Food Culture
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• v.29 no.6
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• pp.593-598
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• 2014

Brands play a critical role as a core asset and the primary driver for corporate growth because of their power of identity and influence on customers' perceptions in restaurant industry. However, in spite of diverse and dynamically changing recent brand portfolio strategies of restaurants, a study on the effect of brand diversification on financial performance has been rarely conducted in the restaurant industry context. Considering competing viewpoints regarding diversification's influence on financial performance, the purpose of this study is, therefore, to examine the effect of brand diversification on firm performance of restaurants. The results indicated that brand diversification is positive effect to profitability. Brand diversification seems to be attractive and might be a reasonable growth strategy to expand market power by satisfying diverse consumer needs. Therefore, restaurant managers should be consider in implementing brand diversification strategy especially in dynamically changing trend of brand diversification in the current restaurant industry.

• Journal of the Korea Safety Management & Science
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• v.10 no.3
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• pp.203-216
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• 2008

As the service quality measurement has been developed, various fields of service quality measurement have evolved. Especially the development of the mobile communication service and its status has been watched with keen interest. The growth of mobile communications has not developed alone. It evolved with the growth of the mobile communications company and the device manufacturer. This research investigates the mutual relation sand influence between the service quality and the device quality. This is a distinguished phenomenon within the existing research. Currently in Korea mobile devices can be purchased independently of network provider; however, there are also arrangements whereby the manufacturer supplies devices through only selected service providers. The model of service quality measurement is not a simple fragment model for the service quality anymore. It is required to establish the ultimate model for the service quality to determine if the customer differentiates between the device and service quality. Knowing if a customer differentiates between device and service can aid strong brands when deciding which partners to select for collaborative strategies. The aim of this research is to determine the significant difference between the models of service quality measurement based on differing levels of brand awareness.

• The Journal of Society for e-Business Studies
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• v.23 no.2
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• pp.49-65
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• 2018

The purpose of the research is to identify the effects of brand evidence, brand personality and negative factors on extended brand trust and customer purchase intention in IoT (Internet of Things) service. Negative factors include scarcity marketing and privacy concern. To achieve this objective, we analyzed the 269 respondents who had used Xiaomi products at least more than once. The results of this study are as follows: First, it was found that core service, self-image congruence of brand evidence and brand personality has a positive influence on extended brand trust. But, perceived price of brand evidence is not related to extended brand trust. Secondly, Scarcity marketing influenced extended brand trust. But, Privacy concern is not related to extended brand trust. Consumers did not realize privacy because of technological innovation of IoT. Thus, the research has a different significance from antecedent research.

• Culinary science and hospitality research
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• v.17 no.1
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• pp.93-109
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• 2011

This study explores the effect of parent-brand attitude on the purchase intention of an extended brand for expanding a foodservice brand and the interaction effect between parent-brand attitude and perceived risk by fit for the purchase intention of an expanded brand using the proof analysis. As a result, the main effects among parent-brand attitude(F(1,295)=12.012, p<0.01), fit(F(1,295)=17,758, p<0.001), perceived risk(F(1,295)=12.570, p<0.01) and the purchase intention of an expanded brand were significant statistically. Also, for the purchase intention of an expanded brand, not only the effect of interactions between parent-brand attitude and perceived risk(F(1,295)=5.782, p<0.05) but the effect of interactions among parent-brand attitude, fit and perceived risk(F(1,295)=6.068, p<0.05) were significant. In addition, there was difference between parent-brand attitude to purchase intention and the interaction effect of perceived risk by the fit of an extended brand.

• Journal of Service Research and Studies
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• v.12 no.4
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• pp.30-49
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• 2022

Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.

• Journal of Korean Society for Quality Management
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• v.51 no.3
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• pp.347-362
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• 2023

Purpose: The purpose of this study is to analyze whether service quality and sensibility quality have an effect on securing passionate fans of educational institutions as a management marketing strategy that can maximize parent satisfaction in order to secure a competitive advantage for infant and toddler educational institutions. Methods: In this study, a questionnaire survey was conducted on parents attending educational institutions for infants and toddlers, and hypotheses were verified through frequency analysis, reliability and validity correlation analysis using SPSS 22.0. Results: The results of this study are as follows. First, it was found that service quality has a significant effect on rapport formation. Second, among the sub-factors of emotional quality, stimulation and identity had a significant effect on rapport formation. Third, among the sub-factors of service quality, sensiblity and responsiveness had a significant effect on brand fanship. Fourth, among the sub-factors of sensibility quality, stimulation and identity had a significant effect on brand fanship. Fifth, rapport formation was found to have a significant effect on brand fanship. Conclusion: This study is meaningful as a service and sensibility quality study focused on educational institutions at the present time when research on service quality and sensiblity quality targeting early childhood educational institutions is insufficient. In addition, in terms of management of educational institutions for infants and young children, by paying attention to the formation of a careful and pleasant relationship with the fans of educational institutions, an empirical example of a theoretical research model was shown that strong attachment to educational institutions and positive participation lead to loyal fans.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.26 no.3
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• pp.66-76
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• 2018

Terminal 2 of Incheon in'tl airport had made a grand opening since January 2018. Terminal 2 is currently operated by mainly Korean airline in cooperation with such skyteam members as Delta airline, Air France and Royal Dutch KLM. It is expected another three skyteam member airlines join the separate operation at terminal 2 since this coming winter. It is believed very meaningful research to analyze how separate operation of Global alliance of airlines affects the global brand image of an organization. To find out such effect, researchers have made an empirical analysis of perception of airline staffs working at terminal 2. This paper has focused on how the staffs perceive airline service quality in the changed working environment and on how significantly their perception on service has an effect on airline's global brand image with such moderating variables as organizational efficacy and organizational trust. According to empirical analysis using structural equation modeling, it was proven the variable of responsiveness among perceived airline service qualities had a direct significant effect on formulating airline's global brand image associated with joint venture between Korean airline and Delta airline. However, the other variables had a indirect significant effect on global brand image with moderating effects.