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

J Nutr Health. 2017 Jun;50(3):302-311. Korean.
Published online June 30, 2017.
© 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:
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 ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.



The aim of this study was to determine the effects of brand image of baby food on brand relationship quality and reuse intentions.


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.


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.


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


Fig. 2
Structural path model with parameter estimate
Click for larger image


Table 1
Description of the respondents and reasons for buying products of brand B
Click for larger image

Table 2
Descriptive statistics of measures
Click for larger image

Table 3
Differences in brand relationship quality by reasons for buying products of brand B
Click for larger image

Table 4
Reliability and convergent validity properties of variables
Click for larger image

Table 5
Correlations matrix among the latent constructs (squared)1)
Click for larger image

Table 6
Standardized parameter estimates of the structural equation model
Click for larger image


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).

1. Jeon MH, Cho JK. A case study of gold kids service marketing for domestic hotels. J Product Res 2015;33(3):59–68.
2. Korean Statistical Information Service. 2015 population and housing census [Internet]. Daejeon: Statistics Korea; 2016 [cited 2017 Mar 17].
Available from:
3. Statistics Korea. 2016 women's life in statistics [Internet]. Daejeon: Statistics Korea; 2016 [cited 2017 Mar 17].
Available from:
4. Korea Agro-Fisheries & Food Trade Corporation. 2015 processed food segment market status: infant formula market [Internet]. Naju: Korea Agro-Fisheries & Food Trade Corporation; 2016 [cited 2017 Mar 17].
Available from:
5. Ministry of Food and Drug Safety (KR). Food and food additive production performance [Internet]. Cheongju: Ministry of Food and Drug Safety; 2016 [cited 2017 Mar 17].
Available from:
6. Korean Statistical Information Service. Mining and manufacturing survey/item number classifieds businesses [Internet]. Daejeon: Statistics Korea; 2014 [cited 2017 Mar 17].
Available from:
7. Bebecook (KR). Production stage for baby food [Internet]. Seoul: Bebecook; [cited 2017 Apr 5].
Available from:
8. Kim YK, Hur W. Dimensions of brand relationship quality (BRQ): focusing on the influence of product categories & communication factors. Korean J Journal Commun Stud 2003;47(4):190–219.
9. Blackston M. Beyond brand personality: building brand relationships. In: Aaker DA, Biel AL, editors. Brand Equity and Advertising: Advertising's Role in Building Strong Brands. Hillsdale (NJ): Erlbaum; 1993. pp. 113-124.
10. Cho HM. The influence of congruence between brand personality and parental self image on brand relationship quality. Korean Bus Educ Assoc 2006;9:85–113.
11. American Marketing Association. Dictionary[Internet]. Chicago (IL): American Marketing Association; c1995 [cited 2017 Mar 17].
12. de Chernatony L, Dall'Olmo Riley F. Defining a "brand": beyond the literature with experts' interpretations. J Marketing Manag 1998;14(5):417–443.
13. Kim DK, Koh IK. A study on the influence of brand image and product attributes upon purchase intention: focusing on the analysis of full-sized sedan. Korean Corp Manage Rev 2010;17(4):215–231.
14. Fournier S. In: A consumer-brand relationship framework for strategic brand management [dissertation]. Gainesville (FL): University of Florida; 1994.
15. Fournier S. Consumers and their brands: developing relationship theory in consumer research. J Consum Res 1998;24(4):343–373.
16. Kim BJ, Kang MS, Cho HH. A study on the form of consumer-brand community relationship. J Aviat Manag Soc Korea 2007;5(2):187–202.
17. Kim YK. Dimensions of consumer-brand relationships. Advert Res 2002;54:7–32.
18. Choi MW, Cho BL. A study of the brand relationship quality: with focus on the relation with the components of brand equity. Korean J Advert Public Relat 2005;7(4):127–168.
19. Kim KH, Park JW, Kim JK. Consumer–brand relationship quality: when and how it helps brand extensions. J Bus Res 2014;67(4):591–597.
20. Park JW, Kim KH, Kim JK. Acceptance of brand extensions: interactive influences of product category similarity, typicality of claimed benefits, and brand relationship quality. Adv Consum Res 2002;29(1):190–198.
21. Smit EG, Bronner F, Tolboom M. Brand relationship quality and its value for personal contact. J Bus Res 2007;60(6):627–633.
22. Xie D, Heung VC. The effects of brand relationship quality on responses to service failure of hotel consumers. Int J Hosp Manag 2012;31(3):735–744.
23. Kim M, Seo KH, Lee SB. A study on the structural relationships among brand personality, customer-brand relationship quality, and repurchase intention: focusing on domestic pizza market. Culin Sci Hosp Res 2013;19(2):130–148.
24. Lee YJ, Kim YK, Han KS, Choi DJ. A study on the effect of brand recognition on brand personality, brand image and customer-brand relationship quality in the university contract foodservice industry. Culin Sci Hosp Res 2011;17(2):51–73.
25. Kim HA. Effect of the consumer-brand relationship quality on the brand loyalty in the fast food restaurant in Masan, Korea. J Korean Soc Food Sci Nutr 2005;34(4):489–495.
26. Kim HA. Effect of the consumer-brand relationship quality on the revisit intent and recommendation intent in the family restaurant in Masan, Korea. Korean J Food Cult 2006;21(4):396–405.
27. Ryu GS, Jang JM, Lee HK. The impact of CRM programs on word-of-mouth behavior: the mediating role of consumer-brand relationship quality. J Consum Stud 2004;15(3):87–109.
28. Park SH, Kim TH, Kim JS. A study on the impacts of hotel restaurant brand personality on the quality of the customer-brand relationship and revisits. Korean J Hosp Adm 2005;14(4):99–115.
29. Park SH, Kim TH, Lee SB. A study of the impact of family restaurant brand personality on the quality customers-brand relationship and revisits. J Foodserv Manage 2006;9(2):47–66.
30. Park YB, Ahn DH, Lee SW. A study on the effect of brand personality, relationship quality on the customer satisfaction, loyalty in the food-service industry. J Foodserv Manage 2009;12(5):187–204.
31. Kim JY, Lee KH. Brand images of children's wear and mother's purchase intention: focus on self-image congruence and behavioral intention model. Res J Costume Cult 2011;19(3):622–636.
32. Cho HM, Song KS. A study on the influence of congruity between brand personality and parental self image on satisfaction in the prestige brand market of infant apparels. Consumption Cult Study 2007;10(1):29–48.
33. Oliver RL. In: Satisfaction: abehavioral perspective on the consumer. 2nd ed. New York (NY): Routledge; 2015.
34. Schumacker RE, Lomax RG. In: A beginner's guide to structural equation modeling. 2nd ed. Mahwah (NJ): Erlbaum; 2004.
35. Hair JF. In: Multivariate data analysis: aglobal perspective. 7th ed. Upper Saddle River (NJ): Prentice Hall; 2010.
36. Nunnally JC. In: Psychometric theory. New York (NY): McGraw-Hill; 1967.
37. Fornell C, Larcker DF. Structural equation models with unobservable variables and measurement error: algebra and statistics. J Mark Res 1981;18(3):382–388.
38. Kim JG, Kim JH, Kim HG. The effect of product innovativeness on brand relationship quality and purchase intention. Logos Manag Rev 2015;13(3):37–56.