A Study on the Correlation among Brand Image, Perceived Risk, and Purchase Intention in Food and Beverage Industry
Autori:
Chia-Jen HUNG
Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: pp. 122-133
How to cite this article:Hung, C.J. (2018). A Study on the Correlation among Brand Image, Perceived Risk, and Purchase Intention in Food and Beverage Industry. Revista de Cercetare si Interventie Sociala, 61, 122-133. |
Abstract:
Food and beverage industry, among leisure industries in service industry,
appears the fi ercest competition in past years. In face of the violent competition
in the market, food and beverage industry gradually emphasizes and understands
the management of brands, designs experiencing environment, creates atmosphere
and situations, as well as shapes customer experience and consumer experience to
satisfy consumers’ desires and needs. Since brand has become the important asset
for the sustainable development of an enterprise, a brand could retain customers
and attract customers for several times of consumption. Aiming at the customers
of The Grand Hi Lai Hotel, total 300 copies of questionnaire are distributed,
and 242 valid copies are retrieved, with the retrieval rate 81%. The research
results show signifi cantly negative eff ects of 1.brand image on perceived risk and
2.perceived risk on purchase intention as well as remarkably positive eff ects of
3.brand image on purchase intention. According to the results, suggestions are
proposed, expecting to help food and beverage industry establish brand image,
eff ectively grasp consumer needs, and attract consumers’ visit to achieve the goal
of sustainable management.
Keywords:
food and beverage, brand image, perceived risk, purchase intention.
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