Effects of brand image on brand relationship quality and reuse intentions in baby food / 한국영양학회지

PURPOSE: The aim of this study was to determine the effects of brand image of baby food on brand relationship quality and reuse intentions. METHODS: A total of 211 questionnaires completed by customers who bought Brand B baby food were obtained from empirical research. SPSS 22.0 and AMOS 23.0 were employed for statistical analysis. RESULTS: Customers perceived Brand B baby food as “Convenient”, “Professional”, “Reliable”, “Famous”, and “Healthy”. Overall, the results indicate that perceived image for Brand B baby food had a significantly positive effect on brand relationship quality in terms of self-concept connection, commitment, and partner quality and intimacy. In addition, commitment and partner quality and intimacy had significantly positive effects on reuse intentions for Brand B baby food. CONCLUSION: The results of this study reveal the importance of brand image in baby food to improve brand relationship quality in terms of commitment and partner quality and intimacy as well as reuse intentions. Therefore, it is necessary to recognize positive brand image as a key factor in forming relationships between consumers and brands as well as search for ways to apply marketing strategies based on brand image.

Erratum: Methods Correction. Analysis of consumers' needs and satisfaction related to food culture in Jeonju Hanok Village: Application of the Push-Pull factor theory / 한국영양학회지

The original version of this article contained an error in Methods section under Developing Survey Instruments. The publisher would like to apologize for any inconvenience caused.

Analysis of consumers' needs and satisfaction related to food culture in Jeonju Hanok Village: Application of the Push-Pull factor theory / 한국영양학회지

PURPOSE: The purposes of this study were to analyze visitors' food needs and identify the Push-Pull factor in Jeonju Hanok Village. METHODS: A questionnaire was developed based on previous research to survey Korean adults who visited Jeonju city. A total of 580 questionnaires were used for the analysis. RESULTS: Most of the subjects who visited Jeonju Hanok Village had food purchase experiences in Jeonju Hanok Village (96.4%). ‘Traditional Korean food (26.5%)’ was the most purchased food, followed by ‘foreign food (25.8%)’ and ‘Korean food combined with foreign food (16.8%)’. Satisfaction of food purchases (3.35 points) was higher than average. The primary reason for satisfaction was ‘the food is delicious (23.0%)’, and the reason for dissatisfaction was ‘the food is expensive (48.1%)’. In the push and pull factor analysis for identifying visit motivation, ‘local food seeking’, ‘experience seeking’, ‘relaxation seeking’, and ‘friendship seeking’ were push factors while ‘traditional culture’, ‘facility convenience’, ‘experience activity’, and ‘food experience’ were pull factors. There was a significant correlation between the push and pull factors. Regression analysis showed that all push factors influenced satisfaction. However, among pull factors, only ‘food experience’ and ‘traditional culture’ influenced satisfaction. CONCLUSION: In conclusion, this study indicates that food-related factors are destination characteristics (Pull factor) influencing intrinsic visit motivation (Push factor) and satisfaction. It is necessary to develop various food tourism products to satisfy visitors' needs and continuous visits in Jeonju Hanok Village. This study suggests the importance of research on food factors and provides useful basic data to establish positioning strategies for food cultural development in Jeonju Hanok Village.