ScholarWorks@숙명여자대학교

초록

Purpose: The purpose of this study is to classify specific brand image factors, consumers’ value perception, and behavior intention through the relationships among brand image, perceived quality, and behavioral intention toward foreign restaurant brands with prior awareness. Methods: A total of 279 valid data were used for the empirical analysis out of 295 questionnaires. The sample was collected by an online survey method among adults who were previously aware of and had experienced foreign restaurant brands introduced in South Korea. Basic statistical analysis was carried out to analyze the respondents’ demographic characteristics and usage behavior of the foreign restaurant brands with prior awareness. After performing reliability and exploratory analysis to extract factors of each variable, this study conducted multiple regression analysis to verify the relationships. Results: Regarding the relationship between brand image and perceived value, the unique image had a positive influence on psychological, social, and quality value(p<.01). The professional image had a positive impact on psychological, economic, and quality value(p<.001). The modern image had a negative impact on psychological value(p<.05), whereas it had a positive impact on social value(p<.01). The friendly image had a negative influences on both social and quality value(p<.05). The functional image only had a positive impact on quality value(p<.001). Lastly, all perceived value factors had positive influences on behavioral intention(p<.001). Conclusion: Since consumers attempt to symbolize themselves through dining-out experiences, brand strategy has becoming essential. the results of this study demonstrate that consumers tend to recognize high quality brand images, have a positive consumptive attitudes about unique and guaranteed brands, show positive recognition towards brand images that match their personalities. Thus, restaurant brands should make a detailed strategies to establish continuous relationships between brand image and customers.

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