A study on the Determinants Affecting Consumer's Perception on Consumer-Brand Relationship Quality in the Fast Food Restaurant
2006
Kim, H.A. (Kyungnam University, Masan, Republic of Korea), E-mail: [email protected]
The purpose of this study was to analyze the determinants affecting the consumer-brand relationship quality (CBRQ) in the fast food restaurant. The questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method from December, 6 to 14, 2004. The 246 questionnaires were responded, and 12 unusable questionnaires were excluded, then 234 were used for the final analysis (response rate:93.7%). SPSS (12.0)was used for the statistical analysis.
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