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외식 브랜드신뢰가 브랜드관계 품질에 미치는 영향 - 브랜드 약속의 매개효과를 중심으로

Effect of Restaurant Brand Trust on Brand Relationship Quality - Focused on the Mediating Effect of Brand Promise

한국식품영양학회지 2020년 33권 1호 p.74 ~ 85
김효연 ( Kim Hyo-Yeon ) - 유한대학교 외식조리경영전공

Abstract


This study examined the effect of the trust of a restaurant brand on the quality of brand relations centered on the mediating effect of brand promise. The survey was conducted on September 18, 2018 to October 2, 2018, with a total of 707 end users, who are under the age of 19-59, using the restaurant brand for the last six months. The panel survey was conducted by distributing a questionnaire address (URL) email through an online questionnaire. As a result, if you apply the parameters of brand commitment between brand trust and brand relationship quality, brand promise an important role and influence. In particular, only one of the three elements of differentiation, consistency and continue, which are sub-dimensions of brand promise, was continue. This means that consistently long term continue are paramount between brand trust and the quality of brand relationships. These results can be applied to the brand marketing and operations of catering companies.

키워드

restaurant brand; brand trust; brand relationship; brand promise
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