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SNS 미디어 및 레스토랑의 브랜드 명성과 SNS 콘텐츠가 브랜드 연상과 구매의도에 미치는 영향

The effect of brand reputation and SNS contents on brand association and purchase intention

권준혁
한국외식산업학회 (The Korean Foodservice Association)|2018.06|한국외식산업학회지 (FoodService Industry Journal)|제14권 제2호|pp. 107-121|DOI 10.22509/kfsa.2018.14.2.007

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참고문헌

키워드

Purchase IntentionBrand AssociationBrand Reputation (SNS MediaRestaurant)SNS Content
주제분류관광학

초록

This study comprehensively reviews SNS contents, brand reputation (SNS media / restaurant), and brand association to form brand equity of restaurants. In addition, marketing directions are presented to form brand equities. The proposed research model are empirically investigated through a sample of 367 sample restaurants and SNS customers. The research model was analyzed by SEM (Structural equation modeling). Findings indicate that brand reputation (SNS media / restaurant) and SNS contents have positive effects on brand association. In the restaurant industry, brand reputation (SNS media / restaurant) has more influence on brand association than SNS contents. This study draws implications that the role of the brand association, which is a mediating variable, is large and important. Managing the independent variables well and activating the impressive brand association will improve the purchase intention.

Abstract

This study comprehensively reviews SNS contents, brand reputation (SNS media / restaurant), and brand association to form brand equity of restaurants. In addition, marketing directions are presented to form brand equities. The proposed research model are empirically investigated through a sample of 367 sample restaurants and SNS customers. The research model was analyzed by SEM (Structural equation modeling). Findings indicate that brand reputation (SNS media / restaurant) and SNS contents have positive effects on brand association. In the restaurant industry, brand reputation (SNS media / restaurant) has more influence on brand association than SNS contents. This study draws implications that the role of the brand association, which is a mediating variable, is large and important. Managing the independent variables well and activating the impressive brand association will improve the purchase intention.

참고문헌 (68)

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