KOREASCHOLAR

DIFFERENCES BETWEEN CONSUMERS’ AND EMPLOYEES’ BRAND IMAGES OF A FOOD COMPANY

Miho Aizawa, Yasushi Kyutoku, Erina Yoshida, Yuko Minami, Ippeita Dan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350873
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.387-391
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examined discrepancies in the brand image of a Japanese frozen food company perceived by the company’s employees and its consumers. Using a hypothesized model leading to brand loyalty, structural differences between the company’s employees’ (internal) and consumers’ (external) brand images were revealed: the two images did not structurally match.

Keyword
self-other discrepancybrand imagefood industrySEM
Table Content
ABSTRACT
 INTRODUCTION
 METHODS
 RESULTS
 DISCUSSION
 References
Author
  • Miho Aizawa(Chuo University, Japan)
  • Yasushi Kyutoku(Chuo University, Japan)
  • Erina Yoshida(Chuo University, Japan)
  • Yuko Minami(Nichirei Ltd., Japan)
  • Ippeita Dan(Chuo University, Japan)