브랜드 이미지가 만족, 태도, 그리고 구매의도에 미치는 영향: 와인 브랜드를 중심으로

Impact of Brand Image on Satisfaction, Attitude, and Purchase Intention: Focused on Wine Brand

Purpose: Traditional manufacturing brands face fierce competition in various consumer product markets. The main reason for the competition is that more wine brands are entering the domestic market. Wine brands should consider ways to improve communication with consumers to meet or increase brand preference. Wine can increase by improving key elements such as branding. Research design, data, and methodology: To verify the hypothesis of this study, a survey was conducted from February 11 to February 19, 2023, and 306 questionnaires were used for analysis. Result: The findings are as follows. Functional image and affective image were found to have a significant positive effect on satisfaction and attitude, but symbolic image did not have a significant effect on satisfaction and attitude. In addition, satisfaction was found to have a significant positive effect on attitude and purchase intention, and attitude was found to have a significant positive effect on purchase intention. Conclusions: This study applied dual processing theory to study the effect of brand image on satisfaction and attitude. The results of this study suggest that wine brand labels should be designed so that consumers can recognize them as traditional brands, wine brands should set their wine prices appropriately.