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.
초록· 키워드
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Purpose - The perception of the quality of the consumer's distributor's brand(PBs) is generally perceived to be lower than that of the manufacturer's brand(NB), although it is a critical factor in determining the success of PBs. Accordingly, this study examines the characteristics of the convenience store PB products and their correlation with brand trust and purchase intent in the consumers who have had experience purchasing the convenience store PBs to expand the sales variables. Further, this research shows that the marketing strategy is to increase the share of PBs by providing an empirical analysis on the effect of the product attribute factors on the sales volume associated with brand trust, purchase intent, and others.
Research design, data, and methodology - The survey period of this study was approximately three weeks from December 1, 2017 to December 21, 2017. The study samples that were taken from 100 random people extracted. The statistical analysis was carried out with multiple regression analysis using the SPSS statistical package.
Results - The analysis shows that the brand credibility and purchasing intention were statistically significant differences between the private convenience store private brand products. Specifically, brand trust showed a statistically significant relationship the brand images and quality levels, but the perceived value was not affected statistically. Although the intent of the purchase showed a statistically significant relationship the quality level and the perceived value, the brand image was not statistically significant in its relationship.
Conclusions - Overall, it has been established that the perception value does not statistically affect brand trust for convenience store PB products, and that the brand image has no statistically significant effect on the purchase intent. These results are analyzed to be due to the influence of brand in convenience stores themselves rather than brand trust and purchase intentions that affect sales performance, which is the property of private brand food and beverage products, the perceived value of their products. Accordingly, the study found that not only did the marketing performance of the convenience store PB products be improved statistically, but also the cause of the product attributes that were not statistically significant was identified.
목차
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참고문헌 (13)
참고문헌 신청
Ba, S. / 2002 / Evidence of the effect of trust building technology in electronic markets : Price premiums and buyer behavior / MIS quarterly 26(3):243~268
Berger, J. / 2010 / Positive effects of negative publicity : When negative reviews increase sales / Marketing Science 29(5):815~827
Chaudhuri / 2001 / The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 65:81~93
Chen, Z. / 2013 / Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth / Journal of Marketing Research 50(4):463~476
Chevalier, J. A. / 2006 / The effect of word of mouth on sales : Online book reviews / Journal of Marketing Research 43(3):345~354
Berger, J. / 2010 / Positive effects of negative publicity : When negative reviews increase sales / Marketing Science 29(5):815~827
Chaudhuri / 2001 / The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 65:81~93
Chen, Z. / 2013 / Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth / Journal of Marketing Research 50(4):463~476
Chevalier, J. A. / 2006 / The effect of word of mouth on sales : Online book reviews / Journal of Marketing Research 43(3):345~354
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