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패밀리 레스토랑에서의 추구혜택이 브랜드 동일시, 브랜드애착과 브랜드 충성도에 미치는 영향 KCI 등재

Effects of What Consumers Want in Brand Identification, Brand Attachment, and Customer Loyalty in Family Restaurants

  • 언어KOR
  • URLhttps://db.koreascholar.com/Article/Detail/254204
구독 기관 인증 시 무료 이용이 가능합니다. 4,000원
韓國食生活文化學會誌 (한국식생활문화학회지)
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

The purpose of this research was to identify not only the effect of what consumers want from their brand identification and brand attachment, but also the effect of their perceived brand identification on their perceived brand attachment in the family restaurant setting. This research also investigated the causal relationship between a consumer's perceived brand attachment and brand loyalty. A total of 332 questionnaires were collected from customers who visited one of 4 nationallybranded family restaurants in Daegu. With the consent of the store managers of each family restaurant brand, students of Dongguk University helped respondents fill out questionnaires and collected the data. There were three major findings of this research. First, the benefits that consumers wanted were found to have a significant effect on their perceived brand identification and brand attachment. Second, the perceived brand identification of customers was found to have a significant effect on their perceived brand attachment. And third, the perceived brand attachment of customers was found to have a significant effect on their perceived brand loyalty. Also, consumer's benefits sought affected their perceived brand attachment through their perceived brand identification, and consumer's benefits sought and brand identification respectively influenced their perceived brand loyalty through their perceived brand attachment. Therefore, marketing managers or general managers of family restaurants should identify consumer benefits in order to increase sales and profits.

저자
  • 전귀연 | Jeon, Gwee-Yeon
  • 이은주 | Lee, Eun-Ju
  • 하동현 | Ha, Dong-Hyun