외식브랜드의 확장속성이 구매의도에 미치는 영향

• 영문명: The Effects of Brand Extension Attribute on Purchase Intention in Foodservice Companies: Moderation Effect of Customer Innovativeness
• 발행기관: 관광경영학회
• 저자명: 고진현
• 간행물 정보: 『관광경영연구』제23권 제2호, 311~329쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.03.31

영문 초록

The purpose of this study to find out factors affecting the extended attributes for a college student group using multiple regression analysis when a restaurant brand generates horizontally and vertically extension brands and the effect it has on the level of consumers’ awareness and purchase intention regarding extension brand to discover the moderating effect of the consumers’ innovativeness on the correlation. The moderating effect of customer innovativeness on the influence that extension brand attributes have on purchase intention was verified. In the case of non-similar extension, customer innovation turned out to have a negative effect on the influence that the extension brand image has on purchase intention. When it is recognized as a new brand, the extension brand would have the effect of wanting to use a new brand. As for perceived quality, it turned out that it has a positive effect. Hence, when the positive image of the parent brand is linked to perceived quality, it can be interpreted that the intention to visit is enhanced.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Restaurant brand Extension brand Innovativeness Brand image