울산과학대Repository

Browse

Browse

Browse

Detailed Information

metadata downloads

브랜드 개성, 소비자 - 브랜드 관계의 질, 재구매 의도의 구조적 관계 연구 : 국내 피자 시장을 중심으로

DC FieldValueLanguage
dc.contributor.author서경화 ( Kyung Hwa Seo )ko_KR
dc.contributor.other이수범 ( Soo Bum Lee )ko_KR
dc.date.accessioned2014-11-18T11:59:34Z-
dc.date.available2014-11-18T11:59:34Z-
dc.date.issued2013-03ko_KR
dc.identifier.issn1229-5582ko_KR
dc.identifier.otherOAK-2014-00901ko_KR
dc.identifier.urihttp://www.dbpia.co.kr/Article/3467663ko_KR
dc.identifier.urihttp://repository.uc.ac.kr/handle/2014.oak/412-
dc.description.abstract국내 피자 시장은 성숙기에 있는 상태로, 시장내 경쟁이 치열한 상황이다. 이에 쉽게 모방할 수 있는 제품이나 기술보다는 소비자의 감성을 자극하는 브랜드 개성이 기업의 이미지를 차별화 시킬 수 있는 적합한 수단으로 평가받고 있다. 본 연구는 Aaker JL(1997)의 브랜드 개성척도(BPS)를 바탕으로피자 브랜드의 개성, 소비자-브랜드 관계의 질, 재구매 의도간의 구조적 관계를 파악 하고자 하였다. 291개의 표본을 바탕으로 SPSS 16.0과 AMOS 5.0 을 사용하여 연구의 타당성과 이용성을 검토하고 가설을 검증하였다. 최종 모형의 적합도는 χ2=394.809(pko_KR
dc.description.abstractDomestic pizza market in Korea is in the age of maturity, and competition in the market is getting intense. Brand personality that can prompt consumer sensibility is evaluated as a proper method to differentiate the image of a corporate rather than products or technology that can be copied easily by competitors. In this study, we examined the structural relationships among brand personality of pizza brands in Korea, customer-brand relationship quality, and repurchase intention with selected measurement based on Aaker's Big 5. Based on questionnaires answered by 291 customers, this study examined validity and reliability by using SPSS 16.0 and AMOS 5.0 for its hypotheses. The result of the study modelling were GFI=0.900, NFI=0.922, CFI=0.965, RMSEA=0.050 at the level of =384.130(df=1.715, p<0.001). First, sincerity, competence, and sophistication of the pizza brand personality had a positive effect on intimacy. Second, sincerity, competence, sophistication, and strength of the pizza brand personality had a positive effect on brand partner quality. Also, intimacy and brand partner quality had a positive effect on repurchase intention. Therefore, in the practical perspective, pizza brand management can utilize the findings of specific pizza brand personality in creating a competitive edge for marketing.ko_KR
dc.description.statementofresponsibilityopen-
dc.format.extent130-148ko_KR
dc.publisher한국조리학회ko_KR
dc.relation.ispartof한국조리학회지ko_KR
dc.relation.ispartofseries19ko_KR
dc.rightsBY_NC_NDko_KR
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.0/krko_KR
dc.subjectbrand personalityko_KR
dc.subjectcustomer-brand relationship qualityko_KR
dc.subjectintimacyko_KR
dc.subjectbrand partner qualityko_KR
dc.subjectrepurchase intentionko_KR
dc.title브랜드 개성, 소비자 - 브랜드 관계의 질, 재구매 의도의 구조적 관계 연구 : 국내 피자 시장을 중심으로ko_KR
dc.title.alternativeA Study on the Structural Relationships among Brand Personality, Customer-Brand Relationship Quality, and Repurchase Intention: Focusing on Domestic Pizza Marketko_KR
dc.type연구논문ko_KR
dc.contributor.college호텔외식조리과ko_KR
dc.relation.issubpartofseries2ko_KR

Appears in Collections
18. 호텔외식조리과 > 연구논문

Files in This Item:

There are no files associated with this item.

qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.