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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.27 No.12(Wn.137)
- 발행연도
- 2021.12
- 수록면
- 68 - 82 (15page)
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초록· 키워드
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The purpose of this study was to analyze the effects of the meal kit selection attributes on brand image and brand loyalty. The subjects of this study were consumers who have experience purchasing meal kit products. The questionnaire was conducted by the self-administered questionnaire survey method. A total of 430 questionnaires were distributed, and 410 questionnaires (95.3%) were used for analysis, excluding those with many insincere or omissions. For data analysis, frequency analysis, reliability analysis, and factor analysis were performed using SPSS 27.0, and multiple regression analysis and simple regression analysis were performed to verify the characteristics of meal kits selection attributes and their effects on brand image and brand loyalty. The results of this study can be summarized as follows. First, it was found that such factors of meal kit selection attributes as price, packaging factors would affect brand image. Second, it was found that such factors of meal kit selection attributes as price, packaging factors would affect brand loyalty. Third, it was found that brand image would affect their brand loyalty. In order to establish a brand image in the meal-kit market and for consumers to continue to generate profits through loyalty to the meal-kit brand, it is necessary to differentiate themselves from other products and packaging using colors and images that stand out or represent the brand.
목차
ABSTRACT
1. 서론
2. 이론적 배경
3. 연구 설계
4. 실증분석
5. 결론
REFERENCES
참고문헌 (39)
참고문헌 신청
Aaker, D. A. (1991). Measuring brand equity across products & markets. California Management Review, 38(3), 102-120.
Ahn, S. C. (2017). A study on the effect of brand images and purchase intention about HMR selection attributes of university students. FoodService Industry Journal, 13(2), 163-175.
Bae, I. H., & Yang, S. J. (2019). The effect of Korean restaurant and its trend of food consumption selection attributes and dining consumption propensity, on brand image and its customer behavior. Culinary Science & Hospitality Research, 25(1), 141-150.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Choi, T. H., Kang, B. N., & Kim, M. J. (2019). The effect of choice attribute of convenience store lunch box on brand image and customer satisfaction: Focusing on the twenties. Culinary Science & Hospitality Research, 25(5), 155-162.
Ahn, S. C. (2017). A study on the effect of brand images and purchase intention about HMR selection attributes of university students. FoodService Industry Journal, 13(2), 163-175.
Bae, I. H., & Yang, S. J. (2019). The effect of Korean restaurant and its trend of food consumption selection attributes and dining consumption propensity, on brand image and its customer behavior. Culinary Science & Hospitality Research, 25(1), 141-150.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Choi, T. H., Kang, B. N., & Kim, M. J. (2019). The effect of choice attribute of convenience store lunch box on brand image and customer satisfaction: Focusing on the twenties. Culinary Science & Hospitality Research, 25(5), 155-162.
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