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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.22 no.5 = no.80, 2016년, pp.231 - 251
홍주영 (경기대학교 외식조리관리학과) , 김성수 (인천재능대학교 한식명품조리과) , 한지수 (혜전대학교 호텔조리외식계열)
This study examined the effect of brand experience and personality on customer-brand relationships, brand attachment, and brand loyalty in domestic and global coffee shop brands. By comparing inter-structural relationships among factors between domestic brands and global brands, this study also prov...
핵심어 | 질문 | 논문에서 추출한 답변 |
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과거의 소비자들은 무엇에 근거하여 제품을 선택하였는가? | 과거의 소비자들은 가격이나 성능, 제품의 기능성 등에 근거하여 제품을 선택하였으나, 경제가 발전하면서 기업 간 경쟁이 치열해지고, IT 정보 기술과 새로운 대중 매체 등이 발달하면서 오늘날의 소비자들은 제품과 서비스의 질적인 측면만이 아니라, 소비자 개개인의 감각과 라이프 스타일을 만족시켜 줄 수 있는 차별화된 제품과 서비스를 공급받기를 원하게 되었다. | |
소비자-브랜드 관계의 지속성을 나타내주는 중요한 6가지는? | 소비자-브랜드 관계에서 높은 품질과 지속되는 연대를 가능하게 하는 것을 브랜드 관계 의 질(Brand Relationship Quality: BRQ)이라고 한다. 즉, 사랑과 열정, 자아연관, 상호의존, 몰입, 친밀함, 브랜드 파트너 품질로 구성하였다. | |
Fulberg에 의한 소비자가 구매의사결정 전에 정보를 취득할 수 있는 가장 좋은 방법은? | 소비자의 감성을 중요시하는 시도는 마케팅과 소비자행동 분야에서 뿐만 아니라, 여러 분야에서 다루어져 왔는데, 그 중에서도 대표적인 것으로 소비자의 경험적 요인을 강조하는 브랜드 체험을 들 수 있다. Fulberg(2003)는 소비자가 구매의사결정 전에 정보를 취득할 수 있는 가장 좋은 방법은 오감을 통한 체험이며, 매장에서 소비자는 제품이나 브랜드를 보고, 듣고, 맛보고, 냄새를 맡거나 만질 수 있는데, 감각을 통한 지각은 강한 로열티를 개발하는데 중요한 역할을 한다고 하였다 (Reichheld 1996). 이와 같이 체험마케팅 전략은 소비자의 오감을 자극하거나, 특정한 기분과 분위기를 일으키게 함으로써 브랜드와 소비자의 관계를 긍정적이고 지속적으로 형성시킬 수 있어서 외식산업 중에서도 특히 커피전문점을 중심으로 급속히 확산되고 있다. |
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