원문정보
A Study of the Mediating Effects of Cafe's Brand Images that affect on Consumer's Relationship Continuance Intention
초록
영어
Brand images are the strategic tool to give a feeling and an impression on customers. Favorable brand images will positively affect on consumer spending and relationship continuance intention. Therefore, the directors of cafe have to consider taking on a concept for brand images. Even though the importance of brand images in the cafe market, we don't understand its role exactly. This study focuses on mediating effects of cafe's brand images on between variables, and tries to give some suggestions for brand management. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, from June, 1st, 2018 to July, 19th, 2018. And 217 valid samples were used for this study. And then SPSS 18.0 for Windows were used for the empirical analysis. This study found from the result that brand benefits affect on relationship continuance intention, and also there is mediating effects of brand images on the relationship between brand benefits and relationship continuance intention. Examining the results in detail, first, all brand benefits affect on relationship continuance intention. Second, brand's cognitive image has mediating effects on the relationships between all brand benefits and relationship continuance intention. Especially, cognitive image shows a complete mediating effect on between symbolic benefit and relationship continuance intention. Third, there is a partial mediating effect of brand's emotional image on between emotional benefit and relationship continuance intention. Based on the empirical findings, the limitations and implications about this study were discussed.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 브랜드 편익
2. 브랜드이미지
3. 관계지속의도
Ⅲ. 연구설계
1. 연구모형과 가설설정
2. 연구변수의 조작적 정의 및 설문지 구성
3. 자료수집 및 분석방법
Ⅳ. 실증분석
1. 표본의 특성
2. 신뢰성 및 타당성 검정
3. 연구가설 검정
Ⅴ. 결론
참고문헌