인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 저자정보
초록·키워드
The purpose of this study was to examine the influence of convenience store lunch box brand equity on brand loyalty and to verify the moderating role of perceived value. To achieve the purpose of this study, a survey was conducted using convenience sampling, targeting consumers who have experience purchasing convenience store lunch boxes, centered around the Seoul area. The survey period was from February 10 to February 26, 2025, and 249 copies were used as the final valid data. The analysis results are summarized as follows. First, it was found that brand awareness, brand image, and perceived quality, which are sub-factors of convenience store lunch box brand equity, all significantly affect brand loyalty. Second, it was found that the perceived value of convenience store lunch boxes played a moderating role between brand image and brand loyalty among convenience store lunch box brand equity. On the other hand, the perceived value of convenience store lunch boxes was found to not play a moderating role between brand awareness and brand loyalty, and perceived quality and brand loyalty. The results of this study will provide useful data for establishing an efficient marketing strategy to secure a differentiated competitive advantage by building convenience store lunch box brand equity in the convenience store industry.
본문·목차
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