먹는 샘물의 선택속성과 브랜드아이덴티티, 브랜드자산, 소비자행동의도와의 영향관계 (Effects of Selection Attributes of Bottled Water and Brand Identity and Brand Equity and Consumer Behavior Intention)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 19권 / 5호 / 311 ~ 331페이지
· 저자명 : 조영현, 정규선, 최웅

초록

This study was conducted with the aim of identifying the characteristics of spring water selection to eat, identifying the relationship between brand identity, brand asset and consumer behavior intent, and providing basic information on corporate marketers and the tourism industry. The empirical study consisted of research models and variables for hypothesis testing on a measurable scale based on prior research, and the survey was conducted after an expert review of 20 or more Koreans living in Seoul and Gyeonggi Province who purchased and drank spring water over once every four weeks from February 1 to 28 in 2019. Empirical analysis utilizes the SPSS 22.0 Statistical Package Program. As a result, the analysis of the effect of the spring water selection properties eating on brand identity, brand asset and consumer behavior intention showed that among the spring water selection properties eaten, package design, taste and water source are affected by brand identity, and the taste and water source are related to brand assets.

영어초록

This study was conducted with the aim of identifying the characteristics of spring water selection to eat, identifying the relationship between brand identity, brand asset and consumer behavior intent, and providing basic information on corporate marketers and the tourism industry. The empirical study consisted of research models and variables for hypothesis testing on a measurable scale based on prior research, and the survey was conducted after an expert review of 20 or more Koreans living in Seoul and Gyeonggi Province who purchased and drank spring water over once every four weeks from February 1 to 28 in 2019. Empirical analysis utilizes the SPSS 22.0 Statistical Package Program. As a result, the analysis of the effect of the spring water selection properties eating on brand identity, brand asset and consumer behavior intention showed that among the spring water selection properties eaten, package design, taste and water source are affected by brand identity, and the taste and water source are related to brand assets.

참고자료

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