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논문 기본 정보

자료유형
학술저널
저자정보
정영경 (경희대학교) 고재윤 (경희대학교)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.27 No.3(Wn.128)
발행연도
2021.3
수록면
178 - 190 (13page)

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초록· 키워드

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This study was conducted to understand the relationship between the brand"s value (quality value, economic value, social value), brand image, attitude, and purchase intention that won in the Korean traditional liquor competition. In particular, this study attempted to contribute to the develop the traditional liquor market by analyzing the effectiveness of traditional liquor fair and finding ways to increase the value of the traditional liquor brand. Data collection for research was conducted for a month from July 11, 2020. Total 270 questionnaires were collected and 264 copies were selected as valid samples. The analysis used SPSS 20.0 and AMOS 20.0 for basic statistical analysis and hypothesis testing. As a result of the analysis shown that only the quality value of the brand won at the competition affected brand image and brand attitude. In hence, consumers recognized that the won traditional liquor in the competition was superior in quality. In order to improve trust the economic and social value in the future, therefore, it is necessary to increase the social value of the brand by evaluating the value of each price of the product and using more officially prized brand products. In addition, brand image was found to have a significant positive (+) effect on purchase intention through brand attitude. This result suggests that the higher the quality value of the prized traditional liquor brand have more positively affects the brand image and brand attitude, and the positive brand image directly affects the brand attitude.

목차

ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 분석결과
5. 가설 검증
6. 결론 및 시사점
REFERENCES

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