The Effect of Brand Equity on Re-Purchase Intention through Consumer's Attitudes and Perceived Value -Focused on the Good Brand of Jeonbuk 'Love Me' Rice-
2018
Shin, D.W., GUNSAN-SI AGRICULTURAL TECHNOLOGY SERVICE CENTER, Gunsan, Republic of Korea | Lee, Y.M., Jeonbuk National University, Jeonju, Republic of Korea | Lee, K.H., Jeonbuk National University, Jeonju, Republic of Korea | You, S.W., Jeonbuk National University, Jeonju, Republic of Korea | Bae, B.R., Jeonbuk National University, Jeonju, Republic of Korea
Since 2003, it has changed awareness of consumers for the rice of Honam area. We checked out the good brand rice in Jeonbuk that have been selected more than once as 'Love me' rice from 2003 to 2013. Through this, we analyze how the brand equity affects re-purchase intentions mediated by consumers's attitude and perceived value. And we have verified the moderating effect divided the people who live in Jeonbuk and the others. We have obtained the following results. First, the components of brand equity of the good brand of Jeonbuk 'Love me' rice which like brand image, brand awareness, perceived quality was found on all elements are positive effect on consumer attitudes. Second, We confirmed that the component of the good brand of Jeonbuk 'Love me' rice partially affect to perceived value depending on its component. Brand image and perceived quality have a positive impact on perceived value. But, we did not find a positive causal relationship between brand awareness and perceived value. Third, we have confirmed that consumer attitudes and perceived value of the good brand of Jeonbuk 'Love me' rice has a positive causal relationship re-purchase intention. Forth, as a result of verifying the moderate effect of the consumer's region between the brand equity and parameters(consumer's attitude, perceived value), the moderate effect was shown only between brand image and consumers's attitude. Finally, Jeonbuk and its countries must make the following cooperative ways. How to increase the brand equity of the good brand of Jeonbuk 'Love me' rice? And How can they make a virtuous cycle of repurchase by increasing consumer attitudes and perceived value?
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