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KMID : 0665420080230020172
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Korean Journal of Food Culture
2008 Volume.23 No. 2 p.172 ~ p.183
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The Effects of Brand Personality on Brand Awareness/Association, Brand Emotion-Relationship, Brand Image and Brand Loyalty in Family Restaurant of Ulsan and Daegu
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Lee Soo-Boo
Yoo Young-Jin
Ha Dong-Hyun
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Abstract
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The present study assessed how restaurant brand personality affected customer’s awareness/association, emotional-relationship and image, and how these factors influenced brand loyalty. As well, the influence of restaurant brand personality to brand loyalty was assessed. The model was tested in family restaurants in the metropolitan cities of Ulsan and Daegu. Between January 1 and February 28, 2007, questionnaires were distributed to restaurant patrons. A total of 274 questionnaires were statistically analyzed. Empirical results confirmed that restaurant brand personality increased brand awareness/association, brand emotional?relationship and brand image, and that these attributes increased brand loyalty. Restaurant brand personality affected brand loyalty. The research findings indicate that managers of family restaurants should pay attention to the emotional reaction of customers to their establishment. This involves employee actions that make dining a pleasurable experience.
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KEYWORD
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restaurant brand personality, brand awareness/association, brand emotion-relationship, brand image, brand loyalty
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