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KMID : 0665420180330060543
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Korean Journal of Food Culture
2018 Volume.33 No. 6 p.543 ~ p.549
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Effects of PPL Attributes on Consumers’ Brand Awareness and Brand Credibility
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Choe Eun-Ju
Choi Jin-Kyung
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Abstract
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Product Replacement (PPL) has been widely used in marketing and became taking crucial roles however, effects of ppl attributes on a restaurant brand is relatively insufficient. Therefore, this study sought to understand the effect of PPL attributes to brand awareness and brand credibility. Also the relationship between brand awareness and brand credibility and brand loyalty was investigated. The study found the characteristics of PPL such as information and entertainment affected brand awareness. However, inconvenience did not have any impact on brand awareness. In addition, information, entertainment and inconvenience affected brand credibility. Furthermore, brand awareness and credibility significantly influenced brand loyalty. Results suggested that PPL can be a very effective way to advertise hence, PPL should be created with sense of information and entertainment than simply more frequently exposed to consumers that might cause inconvenience to consumers.
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KEYWORD
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Brand recognition, brand awareness, brand Loyalty, product placement, consumers
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