The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on the effects of local food brand image congruence for the intention of purchase

로컬푸드와 브랜드의 이미지일치성이 소비자의 구매의도에 미치는 영향에 관한 연구

  • Lee, EunYoung (Dept. of Industrial Management, Korea University of Technology and Education)
  • 이은영 (한국기술교육대학교 산업경영학부)
  • Received : 2019.12.10
  • Accepted : 2020.01.04
  • Published : 2020.02.29
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Abstract

There is a growing interest and importance in local-based products, especially agri-food globally, but systematic research on this issues is still insufficient. Recently, consumer interest in agri-foods is local based product and local brand. The research began on the relationship between local food and local food brands. This study examined the effect of local food products and brand image congruence on brand preference and purchase intention of local food. The results showed that the stronger the image congruence between local food products and brands, the more positively the brand preference. In addition, the stronger the brand preference, the higher the customer's intention to repurchase.

세계적으로 로컬기반의 상품, 특히 농식품에 대한 관심과 중요성이 커지고 있는데 비해 이에 대한 체계적인 연구는 여전히 부족한 실정이다. 최근에는 농식품에 대해서도 소비자들이 브랜드를 중요하게 생각하는 경향을 보여주고 있어 로컬푸드와 로컬푸드 브랜드의 관계에 대해 연구를 시작하였다. 본 연구에서는 로컬푸드를 대상으로 로컬푸드상품과 로컬푸드 브랜드에 대한 이미지일치성이 브랜드선호와 구매의도에 미치는 영향을 살펴보았다. 연구의 결과 로컬푸드상품과 브랜드에 대한 이미지일치성이 강할수록 브랜드선호에 긍정적인 영향을 미치는 것으로 나타났다. 또한 브랜드 선호가 강할수록 고객의 재구매의도도 높게 나타났다.

Keywords

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