지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 1 - 20 (20page)
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This study assessed a difference between the perception groups of celebrity marketing in the interrelations among reliance, preference and intention to use the domestic food service places. The data were collected from customers visited three family restaurants having a high reputation in the domestic food service industry from May 20 to 23, 2013. A total of 342 questionnaires were used for data analysis. Using such statistical tests as analysis of variance with a post hoc Bonferroni, multiple liner regression, and univariate analysis of variance, the following results were generated. Frist, the result revealed that fim's reliance has statistically significant effects on creating a preference for the firm and intention to use it. Second, the preference for the firm had the significant effect on creating intention-to-use. That is, the higher level of the permeance for the firm customers have, the higher customers' positive attitude toward intention- to-use. Third, it was discovered that the interrelationships among firm's reliance, preference, and intention-to-use are moderated by the level of perception of celebrity marketing. The findings suggested that the food service firms should develop effective and systemic strategies by utilizing celebrity marketing to induce customers' reliance, preference and intention to use their places. This would make the firms gain competitive advantages over the competitors to keep their business in success.
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참고문헌 (33)
참고문헌 신청
Aaker, J. / 1997 / Dimensions of brand personality / Journal of Marketing Research 34 (1) : 347 ~ 369
Andreassen, T. W. / 1998 / Customer loyalty and complex service: The impact of corporate image on quality, customer satisfaction and loyalty or customers with varying degree
Atkin, C. / 1983 / Effectiveness of celebrity endorsers / Journal of Advertising Research 23 (1) : 57 ~ 61
Belch, G. / 2001 / Introduction to Advertising and Promotion Management / R.d. Erwin Co
Bove, L. L. / 2006 / Customer loyalty to one service worker: Should it be discouraged? / International Journal of Research in Marketing 23 (1) : 79 ~ 91
Andreassen, T. W. / 1998 / Customer loyalty and complex service: The impact of corporate image on quality, customer satisfaction and loyalty or customers with varying degree
Atkin, C. / 1983 / Effectiveness of celebrity endorsers / Journal of Advertising Research 23 (1) : 57 ~ 61
Belch, G. / 2001 / Introduction to Advertising and Promotion Management / R.d. Erwin Co
Bove, L. L. / 2006 / Customer loyalty to one service worker: Should it be discouraged? / International Journal of Research in Marketing 23 (1) : 79 ~ 91
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