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A Study on the Relationship between Brand Attributes Impact and Situational Involvement : The Case of Restaurants
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논문 기본 정보

Type
Academic journal
Author
Journal
The Korean Data Analysis Society Journal of The Korean Data Analysis Society Journal of The Korean Data Analysis Society 제11권 제1호 KCI Accredited Journals
Published
2009.1
Pages
85 - 96 (12page)

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A Study on the Relationship between Brand Attributes Impact and Situational Involvement : The Case of Restaurants
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Abstract· Keywords

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The aim of this study was to examine 1) the influence of brand personality and brand functionality on consumers' purchase intent and 2) the influence of situational factors on the importance of brand personality and brand functionality when consumers choose restaurant brands. Strengths and types of involvement were set as situational factors which moderate the relationship between brand attributes and purchase intent. The findings revealed that both brand personality and functionality attributes made statistically significant contributions on consumers' restaurant choice and strength of involvement moderated the relationship between brand personality and purchase intent which imposes brand personality attributes have a greater influence on restaurant choice if situational involvement is high than when situational involvement is low.
#brand personality #brand functionality #restaurant brands #moderated regression analysis #MRA) #involvement #situation.

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References (28)

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Aaker, D. A / 1996 / Building Strong Brand / Free Press google schola Aaker, J. L / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34 : 347 ~ 356 google schola Bagozzi, R. P / 2000 / Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption / Journal of Consumer Psychol google schola Belk, R. W / 1975 / Situational Variables and Consumer Behavior / Journal of Consumer Research 2 : 157 ~ 164 google schola Belk, R. W / 1982 / Effects of Gift-giving Involvement on Gift Selection Strategy / Advances in Consumer Research 9 : 407 ~ 411 google schola

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