LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

편의점 PB 간편식 상품의 선택속성이 브랜드 애착 및 브랜드 충성도에 미치는 영향

Author

김현영

Journal Title

산업혁신연구

Publication Year

2022

Topics

#Purchasing
#Advertising

Summary

This study examined the effects of convenience store PB ready meal selection attributes (quality, visual design, price, packaging) on brand attachment and brand loyalty. The results showed that quality, visual design, and price significantly influenced brand attachment, and brand attachment significantly influenced brand loyalty.

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