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The effects of local food's brand equity on relationship quality, switching barrier and customer loyalty: the moderating effect of origin effect
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로컬푸드 브랜드 자산이 관계의 질, 전환장벽 및 고객충성도에 미치는 영향 : 원산지효과의 조절효과를 중심으로

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Type
Academic journal
Author
Journal
The Academy of Korea Hospitality & Tourism Journal of Hospitality and Tourism Studies Vol.19 No.3 KCI Accredited Journals
Published
2017.9
Pages
83 - 105 (23page)

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The effects of local food's brand equity on relationship quality, switching barrier and customer loyalty: the moderating effect of origin effect
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The aim of this study was to examine the role of local food's brand equity(brand awareness, brand image and brand quality) on relationship quality and further consequent effects on switching barrier and customer loyalty. Based on a literature review, structural model was developed among proposed constructs. During this process, the moderating role of origin effect was also proposed. This notion, few empirical studies have test these hypothesizes. The date of conduction was from July 1st, 2017 to July 31th, distributing total of 550 issues and collecting total of 527 issues. Total of 518 issues were used as the final analysis data excluding the nine issues that were missing the necessary information. The results can be summarized as follows: Brand equity(brand awareness, brand image and brand quality) significantly affected relationship quality, switching barrier and customer loyalty. More importunately, origin effect played a moderating role between brand equity(brand awareness, brand image and brand quality) and relationship quality. Based on the findings, theoretical and managerial implication were discussed. Also, the origin effect identified as a moderating role between brand equity(brand awareness, brand image and brand quality) and relationship quality.
#전환장벽 #brand equity #브랜드 품질 #브랜드 인지도 #브랜드 자산 #brand image #brand quality #customer loyalty #브랜드 이미지 #country-of-origin effect #relationship quality #관계의 질 #원산지효과 #switching barrier #고객충성도 #brand awareness

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김보영 / 2016 / 원산지 이미지가 브랜드자산 모형에 미치는 영향: 브랜드 인지도와 지각된 품질의 매개효과를 중심으로 / 대한경영학회지 29(6):981~999 dbpia 김영규 / 2002 / 패밀리레스토랑의 관계마케팅 요인과 관계의 질, 성과간 관계에 관한 연구 google schola 김지응 / 2013 / 로컬푸드에 대한 인식이 소비자 구매행동에 미치는 영향 -소비자 신뢰를 중심으로- / 관광연구 28(2):225~244 dbpia 김신애 / 2013 / 로컬푸드의 브랜드 자산, 원산지효과 및 충성도 간의 관계에 관한 탐색적 연구 / 식품유통연구 30(3):93~118 google schola 국승용 / 2012 / 제17장 로컬푸드와 지역농식품 산업의 활로 :453~456 dbpia

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UCI(KEPA) : I410-ECN-0101-2018-326-002155191