Journal List > J Nutr Health > v.50(3) > 1081505

J Nutr Health. 2017 Jun;50(3):302-311. Korean.
Published online June 30, 2017.  https://doi.org/10.4163/jnh.2017.50.3.302
© 2017 The Korean Nutrition Society
Effects of brand image on brand relationship quality and reuse intentions in baby food
Ho-Jin Lee,1 Hee-Ra Na,2 and Min-A Lee2
1Industry-Academic Cooperation Foundation, Kookmin University, Seoul 02707, Korea.
2Department of Food and Nutrition, Kookmin University, Seoul 02707, Korea.

To whom correspondence should be addressed. tel: +82-2-910-5745, Email: malee@kookmin.ac.kr
Received April 24, 2017; Revised May 11, 2017; Accepted June 01, 2017.

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.


Abstract

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.

Keywords: baby food; brand image; brand relationship quality; reuse intentions

Figures


Fig. 2
Structural path model with parameter estimate
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Tables


Table 1
Description of the respondents and reasons for buying products of brand B
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Table 2
Descriptive statistics of measures
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Table 3
Differences in brand relationship quality by reasons for buying products of brand B
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Table 4
Reliability and convergent validity properties of variables
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Table 5
Correlations matrix among the latent constructs (squared)1)
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Table 6
Standardized parameter estimates of the structural equation model
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Notes

This research was supported by Korea Institute of Planning and Evaluation for Technology in Food, Agriculture, Forestry and Fisheries (IPET) through High Value-added Food Technology Development Program, funded by Ministry of Agriculture, Food and Rural Affairs (MAFRA) (Grant number: 314055-02-2-HD020).

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