도시락 상품의 브랜드 이미지, 품질수준, 지각된 가치가 브랜드 신뢰와 구매의도에 미치는 영향 = 편의점 PB 도시락과 도시락 전문 브랜드 비교연구

다국어 초록 (Multilingual Abstract)

Lunch boxes have developed into a new type of eating culture because of the increase of PB brand lunch boxes from convenience stores that include varied menu choices. Therefore, this research proposes a structural relationship in which brand image, quality level, and perceived value positively affect brand reliability and purchase intention. A hypothesis that there were differences in the effects on the brand image, quality level, and perceived value between PB brand lunch boxes from convenience stores and brand lunch boxes were established, and the verification of the research model and hypothesis was conducted through empirical analysis. The results show that there were differences per group regarding the brand credibility and purchase intention as a result of verifying the moderating effect. Also, practical implications are discussed.