축산물 지역브랜드에 대한 지각된 품질과 구매태도에 관한 연구

• 발행기관: 한국외식경영학회
• 저자명: 이애주(Ae Joo Lee) 백남길(Nam Gil Baek)
• 간행물 정보: 『외식경영연구』15권 1호, 111~130쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

This study is about livestock regional brand which has been developed as one of various types livestock, Whereas livestock has been economical independence of local government, Customer image for regional brand is perceived as better reputation for good quality, Also it is sold as premium price, Livestock regional brand improves quality of economical life such as activation and satisfaction of local resident, Therefore, they want to know factors of consumer complaint about differentiation for processed local government, And It needs to form marketing strategy for petty farmers, companies and local governments. Thus, on this study, specialization brand, health & eco-friendly brand and high quality brand three factors are derived from livestock local brand. In addition, regional brand has mediated as effect for perceived quality. It also has related to purchase attitude. There are practical implications as follow. First, Consumer checks the origin country while they are using livestock and exposed information of television and mart. Secondly, professionalism, health & eco-friendly and famous local brand of high quality are received as high price sale with this reliances. As a result, it has to convey as the local character, the traditional history and excellent distribution. And it is perceived accurately for consumer who carry competitive forward local brand.

키워드

Livestock local brand Perceived quality Purchase attitude