KOREASCHOLAR

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

Abstract
 I. 서 론
 II. 연구 내용 및 방법
  1. 조사대상 및 기간
  2. 조사도구 및 분석방법
 III. 결과 및 고찰
  1. 인구통계학적 특성
  2. 측정 항목의 타당성 및 신뢰도 분석
  3. 외식브랜드 PPL 속성의 브랜드 인지도에 대한 영향
  4. 외식브랜드 PPL 속성의 브랜드 신뢰도에 대한 영향
  5. 외식브랜드 인지도와 신뢰도의 브랜드 충성도에 대한 영향력 분석
 IV. 요약 및 결론
 References

• 최은주(외식조리학부, 외식산업경영전공 우송대학교) | Eunju Choe (Departmenet of Culinary Arts, Foodservice Management Major, Woosong University)
• 최진경(외식조리학부, 외식산업경영전공 우송대학교) | Jinkyung Choi (Departmenet of Culinary Arts, Foodservice Management Major, Woosong University) Corresponding author