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글로벌 레스토랑의 브랜드이미지가 확장브랜드와 재구매의도에 미치는 영향

Effect of brand image in global restaurant upon expanded brand and repurchase intention

우찬복|박향숙
한국관광산업학회 (Korean Tourism Industry Research Association)|2012.12|Tourism Research|제37호|pp. 93-109

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참고문헌

키워드

Brand Image재구매의도브랜드이미지Repurchase Intention글로벌레스토랑확장브랜드Global RestaurantExpanded Brand
주제분류관광학

초록

This study aims at providing useful information in establishing marketing strategy for global restaurant by testing effect of brand image in global restaurant upon expanded brand and repurchase intention. 400 Questionnaire survey sheets were distributed from Mar. 15, 2012 to Apr. 2, 2012 and 388 sheets were collected. Among them, 10 sheets which show Central tendency or inappropriate for analysis were excluded. Therefore, 378 sheets were analyzed using SPSS 18.0 and AMOS 18.0 - factor analysis and reliability test were conducted, to test hypothesis, covariance structure analysis was performed. The results of hypothesis test are as follows. First, stronger modern image and sensual image were, there were significant positive influences on brand attitude. Stronger authoritarian image was, there were non-significant influences on brand attitude. Second, Stronger modern image and creative image were, there were no significant influences on brand royalty. On the other hand, stronger sensual image and authoritarian image were, there were significant influences on brand royalty. Third, it appeared that brand attitude gave significant influences on brand royalty. Brand attitude also gave significant influences on customer satisfaction. Fourth, brand royalty gave significant influences on repurchase intention. Accordingly, based on study results, this study provided useful information in expanding brand of global restaurant.

Abstract

This study aims at providing useful information in establishing marketing strategy for global restaurant by testing effect of brand image in global restaurant upon expanded brand and repurchase intention. 400 Questionnaire survey sheets were distributed from Mar. 15, 2012 to Apr. 2, 2012 and 388 sheets were collected. Among them, 10 sheets which show Central tendency or inappropriate for analysis were excluded. Therefore, 378 sheets were analyzed using SPSS 18.0 and AMOS 18.0 - factor analysis and reliability test were conducted, to test hypothesis, covariance structure analysis was performed. The results of hypothesis test are as follows. First, stronger modern image and sensual image were, there were significant positive influences on brand attitude. Stronger authoritarian image was, there were non-significant influences on brand attitude. Second, Stronger modern image and creative image were, there were no significant influences on brand royalty. On the other hand, stronger sensual image and authoritarian image were, there were significant influences on brand royalty. Third, it appeared that brand attitude gave significant influences on brand royalty. Brand attitude also gave significant influences on customer satisfaction. Fourth, brand royalty gave significant influences on repurchase intention. Accordingly, based on study results, this study provided useful information in expanding brand of global restaurant.

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