$\require{mediawiki-texvc}$

연합인증

연합인증 가입 기관의 연구자들은 소속기관의 인증정보(ID와 암호)를 이용해 다른 대학, 연구기관, 서비스 공급자의 다양한 온라인 자원과 연구 데이터를 이용할 수 있습니다.

이는 여행자가 자국에서 발행 받은 여권으로 세계 각국을 자유롭게 여행할 수 있는 것과 같습니다.

연합인증으로 이용이 가능한 서비스는 NTIS, DataON, Edison, Kafe, Webinar 등이 있습니다.

한번의 인증절차만으로 연합인증 가입 서비스에 추가 로그인 없이 이용이 가능합니다.

다만, 연합인증을 위해서는 최초 1회만 인증 절차가 필요합니다. (회원이 아닐 경우 회원 가입이 필요합니다.)

연합인증 절차는 다음과 같습니다.

최초이용시에는
ScienceON에 로그인 → 연합인증 서비스 접속 → 로그인 (본인 확인 또는 회원가입) → 서비스 이용

그 이후에는
ScienceON 로그인 → 연합인증 서비스 접속 → 서비스 이용

연합인증을 활용하시면 KISTI가 제공하는 다양한 서비스를 편리하게 이용하실 수 있습니다.

[국내논문] 기업 이미지가 HMR 브랜드 이미지와 HMR 제품태도 및 HMR 행동의도에 미치는 영향
Effects of Corporate Image on HMR Brand Image, HMR Product Attitude and HMR Behavioral Intention 원문보기

Culinary science & hospitality research = 한국조리학회지, v.23 no.3 = no.86, 2017년, pp.77 - 88  

한지수 (혜전대학교 호텔조리외식계열) ,  이형주 (경기대학교 경영학부)

Abstract ▼ AI-Helper 아이콘AI-Helper

The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 3...

주제어

#corporate image   #HMR brand image   #HMR product attitude   #HMR behavioral intention  

AI 본문요약
AI-Helper 아이콘 AI-Helper

문제 정의

  • 그러나 기업 이미지와 HMR 브랜드 이미지를 통한 HMR 제품태도의 후광효과에 관한 연구는 거의 전무한 실정이다. 따라서 본 연구에서는 국내외 식품 및 외식업체들의 기업 이미지가 HMR 브랜드 이미지와 HMR 제품태도 및 행동의도에 미치는 영향력에 대해 살펴보고자 한다. 본 연구 결과를 토대로 수많은 HMR 제품 속에서 소비자들이 HMR 제품 구매의사 결정시 긍정적인 기업 이미지가 후광효과로 작용하여 HMR 브랜드 이미지 및 HMR 제품에 대한 긍정적인 태도 및 행동의도에 도움을 줄 수 있도록 외식기업 마케터들에게 효과적인 기업 이미지와 브랜드 이미지 구축 및 향상을 위한 마케팅 전략 방안을 제시하고자 한다.

가설 설정

  • 가설 1: 기업 이미지는 HMR 제품태도에 유의한 영향을 미칠 것이다.
  • 가설 2: HMR 브랜드 이미지는 HMR 제품태도에 유의한 영향을 미칠 것이다.
  • 가설 3: 기업 이미지는 HMR 브랜드 이미지에 유의한 영향을 미칠 것이다.
  • 가설 4: HMR 브랜드 이미지는 기업 이미지와 HMR 제품 태도 간에 매개역할을 할 것이다.
  • 가설 5: HMR 제품태도는 HMR 행동의도에 유의한 영향을 미칠 것이다.
본문요약 정보가 도움이 되었나요?

질의응답

핵심어 질문 논문에서 추출한 답변
기업 이미지이란 무엇인가? 이미지란 개인이 특정대상에 대해 갖는 신념, 아이디어, 인상의 총체라고 정의할 수 있다(Kotler,1984). 기업 이미지는 소비자와 관련된 기관들이 제품 또는 상표보다 이들을 대표하는 기업 자체에 대하여 가지는 하나의 이미지이다(Kunkel & Berry, 1968). 또한 Shwartz(1980)는 기업 이미지를 기업에 대한 사람들의 개념과 인상의 총체로서 한 기업에 대해 갖는 부정적 혹은 긍정적인 태도로 정의하였다.
소비자가 가정간편식을 선택하는 일이 많아지는 이유는 무엇인가? 최근 1인 가구가 증가하면서 집에서 식사를 해결하는 것이 번거롭기 때문에, 밥을 해 먹기보다는 반찬을 구입하거나 가정간편식(Home Meal Replacement; HMR)을 선택하는 일이 많아지고 있다(Kim et al., 2016).
질의응답 정보가 도움이 되었나요?

참고문헌 (68)

  1. Abelson, R. P., Kinder, D. R., Peter, M. D., & Fiske, S. T. (1982). Affective and semantic components in political person perception. Journal of Personality and Social Psychology, 42, 619-630. 

  2. Baron, M. R., & Kenny, D. A. (1986). The moderator-meator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. 

  3. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27. 

    상세보기

  4. Bloemer, J., Odekerken-Schroder, G., & Kestens, L. (2003). The impact of need for social affiliation and consumer relationship proneness on behavioral intentions: An empirical study in a hairdresser's context. Journal of Retailing and Consumer Services, 10(4), 231-240. 

  5. Bilkey W. J., & Nes, E. (1982). Country of origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-99. 

    상세보기

  6. Choi, S. S., You, G. J., & Kwon, Y. J. (2011). The effects of CSR activities of starbucks corporate on reputation, social connectedness, and customers' purchasing intention. Journal of Tourism Research, 23(2), 97-116. 

  7. Choi, W. S., & Lee, S. B. (2012). The effect of servicescape of an eco-friendly restaurant on customer perceived value, attitude and behavior intention. The Korean Journal of Culinary Research, 18(5), 45-62. 

  8. Choi, I. S., Yun, D. H., Chae, S. A., Song, E. T., & Kim, Y. M. (2016). 2017 Korea trend. Seoul Korea: The Korea Economic Daily. 

  9. Cui, M. (2014). The effects of china's country of origin image on Korean consumers' perceived value and purchase intentions: Comparison between country of manufacture(COM) and country of brand(COB) (Master's thesis). Konkuk University. 

  10. Dick, A. S. & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. 

    상세보기

  11. Drucker, P. F. (2002). Managing in the next society. New York, NY: St. Martin's Press. 

  12. Engel, J. F. & Blackwell, R. D. (1982). Consumer behavior. Rinegart and Winston. NY: Holt. 

  13. Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1993). Consumer behavior(7th ed.). NY: Dryden. 

  14. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research reading. MA: Addison-Wesley. Publishing Company. Inc. 

  15. Fombum, C. & Shanley, M. (1990). What's in a name? reputation building and corporate strategy. Academy of Management Journal, 33(2). 233-258. 

    상세보기

  16. Gao, J., & Peng, X. (2009). Ingredient brand's country of origin image, brand equity and consumer willingness to buy. Journal of Audit & Economics, 24(5), 106-112. 

  17. Gardner, M. P. (1985). Does attitude toward the ad affect brand attitude under a brand evaluation set. Journal of Marketing Research, 22(5), 192-198. 

  18. Heo, G. (2016). Korea self-employed business trends. Seoul Korea: Miraeeuichang. 

  19. Han, C. M. (1989). Country image: Halo or summary construct. Journal of Marketing Research, 26(2), 222-229. 

    상세보기

  20. Han, J. S. (2017). Effects of brand image on purchase intention and brand loyalty: Focused on mediating role of the brand trust. Culinary Science & Hospitality Research, 23(2), 135-145. 

  21. Jeon, E. M. (2011). A study of the halo effect of private brand products: Focusing on HMR(home meal replacement) (Master's thesis). Hongik University. 

  22. Jin, C. Z. (2008). The effects of product attributes, brand and corporate's image on consumer's purchasing intension: Focusing on Chinese cellular phone markets in 9 areas (Doctoral dissertation). Kangwon University. 

  23. Jung, C. H. (2008). A study on the factors of making purchases on television home shopping: Focusing on hair and beauty products (Master's thesis). Dankook University. 

  24. Knight, G. A., & Calantone, R. J. (2000). A flexible model of consumer country of origin perceptions a cross cultural investigation. International Marketing Review, 17(2), 127- 145. 

    상세보기

  25. Keller, K. L. (1993). Strategic brand management: Building measuring and managing brand equity. NJ: Prentice Hall. 

  26. Keller, K. L. (1998). Strategic brand management: Building measuring and managing brand equity. NJ: Prentice-Hall. 

  27. Kotler, P. (1984). Marketing management: Analysis, planning, and control(5th ed). Englewood Cliffs, NJ: Prentice Hall. 

  28. Kotler, P. (1996). Marketing management: Analysis, planning and control(9th ed). Englewood Cliffs, NJ: Prentice Hall. 

  29. Kunkel, J. H., & Berry, L. L. (1968). A behavioral conception of retail image. Journal of Marketing, 32, 21-27. 

    상세보기

  30. Kim, N. D., Jeon, M. Y., Lee, H. Y., Lee, J. Y., Kim, S. Y., & Choi, J. H. (2016). Trend Korea 2017. Seoul Korea: Miraebook Publishing Co. 

  31. Kim, E. J. (2011). The effect of duplicated advertisement appearance of a celebrity on consumers' attitude and their purchase: Mediating effects of product involvement (Master's thesis). Sungkyunkwan University. 

  32. Kim, C. W., & Kim, S. S. (2016). A study on the restaurant brand image HMR(Home Meal Replacement) purchasing behavior and customer satisfaction: Focusing on seoul and Gyeonggido area. Journal of Foodservice Management Society of Korea, 12(1), 65-85. 

  33. Kim, B. K., & Jung, E. J. (2013). Effects of corporate social responsibility of a casino company on the image of the company and organizational commitment: Focused on the Kangwonland. Journal of Retailing, 17(4), 57-79. 

  34. Kim, S. U. (2016). The impact of corporate social responsibility on company-consumer identification, corporate image, trust, attitude and purchase intention (Doctoral dissertation). Dongeui University. 

  35. Kim, Y. J, Kwon, Y. G., & Yoon, H. H. (2012). The effect of consumption value perceived by resort customers on customer satisfaction and behavioral intention: Focusing on moderation effect by gender and marital status. The Korean Journal of Culinary Research, 18(3), 72-89. 

  36. Kwak, K. H. (2016). Study on how convergence marketing in food service enterprises influences on brand image and purchasing intention (Doctoral dissertation). Kyonggi University. 

  37. Kang, S. H. (2011). The effect of spa resort physical environment on perceived value, customer satisfaction and behavioral intention (Doctoral dissertation). Soonchunhyang University. 

  38. Li, M. X. (2015). The effect of national image, brand image on product assessment and purchase intentions: Focused on brand familiarity, animosity ethnocentrism (Master's thesis). Gyeongsang National University. 

  39. Lee, S. Y. (2004). A study on the coincidence between brand image and product identity: In the case of anycall, a mobile radiophone brand of s-corporation (Master's thesis). Hongik University. 

  40. Lee, H. S. (2010). The effect of foodservice corporation's below the line on brand awareness, brand image and the purchase intention (Doctoral dissertation). Kyunghee University. 

  41. Lee, H. S., Anh, K. H., & Ha, Y. W. (2010). Consumer behavior( 5th ed). Seoul Korea: Bobmunsa. 

  42. Lee, J. H. (2007). Characteristics and effects of brand image association: Associative network memory perspective (Doctoral dissertation). Hankuk University. 

  43. Lee, K. W. (2009). The effect of emotional responses according to consumption patterns of users of korean restaurants on behavioral intent: Focusing on deajeon area (Master's thesis). Kyonggi University. 

  44. Lee, Y. G. (2015). The effect of country of origin image and brand image on satisfaction, brand trust and brand loyalty (Master's thesis). Hanyang University. 

  45. Lee, H. J. (2004). A comparative study of consumer's attitude and intention to use tv home-shopping between Korean and chinese (Master's thesis). Seoul National University. 

  46. Lim, H. O. (2007). A study of the correlation between corporate image advertisement type and organization-public relationship (Master's thesis). Hongik University. 

  47. Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. 

    상세보기

  48. Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. The Journal of Product Management, 9(6), 350-370. 

  49. Oh, J. H., & Han, S. P. (2012). The effects of consumer ethnocentrism, country image and corporate image on Korean company's advertising. Journal of Advertising Research, 14(1), 70-96. 

  50. Oh, J. Y. (2013). A study on effects of restaurant brand image and awareness on HMR(Home Meal Replacement) product reliability and consumers buying intention (Master's thesis). Kyonggi University. 

  51. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430. 

    상세보기

  52. Petty, R. E., & Cacioppo, J. T. (1984). Central and peripheral routes to persuasion: Application to advertising. MA: Lexington Books. 

  53. Park, K. J. (2009). The influence of corporate image and brand image on purchase intention by consumer trust and attitude (Doctoral dissertation). Kyungwon University. 

  54. Park, S. B. (2016). A study on the effect of HMR and attitude and purchasing on big five-personality (Master's thesis). Kyonggi University. 

  55. Parameswaran, R., & Pisharodi. R. M. (2002). Assimilation effects in country image research. International Marketing Review, 19(2/3), 259-278. 

  56. Papadopulos, N., Marshal, J. J., & Heslop, L. A. (1988). Proceeding, marketing productivity, 41st research congress vol. ss. Lisbon, Portugal: European Society for Opinion and Marketing Research. 

  57. Qiye. (2012). The country image of Korea is a product image, have affect on product attitudes and purchase intention: Centered on Chinese student studying abroad (Master's thesis). Dongyang University. 

  58. Quan, Z. H. (2010). The effects of country image and cultural identity on the product image: Focused on Chinese students' attitude toward korean product (Doctoral dissertation). Hanyang University. 

  59. Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research. 24(February- March), 11-31. 

  60. Seo, D. G., & Seong, H. S. (2010). A study on the influence of corporate social responsibility(CSR) on corporate image and performance. Journal of the Korea Service Management Society, 11(2), 25-47. 

  61. Sun, X. Y. (2012). The influence of national and brand image on product evaluation and loyalty (Master's thesis). Tongmyong University. 

  62. Sun, B. W. (2011). The effects of brand image on brand loyalty and purchase intention: Focusing on the China Beijing Hyundai Motor (Master's thesis). Changwon University. 

  63. Tsetsegsuren. (2011). The effect of national, corporate, brand image of Korea on mongolia consumer's purchase intention (Master's thesis). Paichai University. 

  64. Wilkie, W. L. (1990). Consumer behavior(2nd ed). NY: John Wiely & Sons Inc. 

  65. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822. 

    상세보기

  66. Yoo, Y. H. (2012). The effect of perceived HMR attributes on customers' behavior intention and product attitude in TV home-shopping (Master's thesis). Kyunghee University. 

  67. Yoo, S. W. (2009). A study on how the product type affects the effects of the corporate images on consumers purchase intention (Master's thesis). Seoul National University. 

  68. Yoon, J. Y. (2015). An analysis of structural relations among korea country image, fashion product image, fashion product attitude, and purchasing intention of Chinese female undergraduate students (Doctoral dissertation). Catholic University of Daegu. 

저자의 다른 논문 :

관련 콘텐츠

저작권 관리 안내
섹션별 컨텐츠 바로가기

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

AI-Helper 아이콘
AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

맨위로