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브랜드 에쿼티가 만족도 및 브랜드 충성도에 미치는 영향
백종온(Jong On Baek),박경태(Kyong Tae Park) 한국조리학회 2010 한국조리학회지 Vol.16 No.5
This research aimed to analyze the effects of brand equity has on satisfaction and brand loyalty of food service consumers in restaurants. For the empirical analysis, we used the self-administered method, using 250 copies of questionnaire in total. 235 copies(94%) was collected and we used the 223 copies(89%) for the analysis. For data processing, we used the statistical package program of SPSS WIN Version 12.0, conducting a frequency analysis, a reliability analysis and a factor analysis, and verifying hypotheses through a regression analysis. As the result of the research, for the hypothesis that Brand equity(brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on satisfaction, it showed that brand recognition, brand image and perceived quality have a significant effect on satisfaction, and for the hypothesis that Satisfaction will have a significant effect on brand loyalty, it showed that satisfaction has a significant effect on brand loyalty. For the hypothesis that Brand equity (brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on brand loyalty, it showed that brand recognition, perceived quality and brand attitude have a significant effect on brand loyalty. To build a competitive brand of the food service industry on the basis of the results of this research, they will concentrate their energy on outlining strategies which can remind customers of their brands by managing their brands systematically and on strengthening their brand equity effectively.
백종온(Jong On Baek),박경태(Kyong Tae Park) 한국조리학회 2012 한국조리학회지 Vol.18 No.2
This study aims to analyze the effects of satisfaction on behavioral intentions depending on brand equity based on the consumers who visited specialty coffee shops in Busan. The self-administered method was used for empirical analysis and 295 copies (89%) out of 300 copies of questionnaires were used for analysis. For data processing, the SPSS WIN Version 15.0 statistical package program was used and the frequency analysis, reliability analysis, factor analysis were conducted so the hypothesis was verified through the regression analysis. As a result, for the hypothesis that Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on satisfaction, perceived quality, brand awareness, and brand image had a significant impact on satisfaction. Satisfaction was shown to have a significant impact on behavioral intentions for the hypothesis that Satisfaction will have a significant impact on behavioral intentions For the hypothesis that Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on behavior intentions, perceived quality and brand awareness had a significant impact on behavioral intentions while brand image didn`t. Based on the results of this study, companies should be systematically managed to prepare strategies to remind consumers of their brands and focus on to strengthen brand equity effectively in order to build a competitive brand.