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학술저널

A Study on Brand Experience and Personality Effect on Brand Attitude and Repurchase Intention in Food-Franchised

Franchise industry in Korea shows dramatic growth in last 10 years and market competition is getting tougher. Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer’s brand experience. this study aims to investigate brand experience which refers to consumers’ sensory, affective, intellectual and behavioral responses and brand personality which consists of sincerity, excitement, competence, sophistication and ruggedness dimensions effect on brand attitude which is overall consumer’s faith toward brands and repurchase intention in food-franchised by Structural Equation Model (SEM) analysis. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.

Abstract

Ⅰ. Introduction

Ⅱ. Literature review

Ⅲ. Research methods

Ⅳ. Results

Ⅴ. Conclusion

References

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