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KMID : 0665420150300020182
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Korean Journal of Food Culture
2015 Volume.30 No. 2 p.182 ~ p.189
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Study on Mutual Relationship between Color Marketing and RTD Coffee Industry in Korea - Consumer Perception of Cup Coffee Sold in Retail Stores -
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Kang Min-Hwa
Choi Jin-Kyung
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Abstract
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This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of
color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.
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KEYWORD
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RTD coffee, color marketing, brand attitude, brand awareness, behavioral intention
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