J Nutr Health.  2017 Jun;50(3):302-311. 10.4163/jnh.2017.50.3.302.

Effects of brand image on brand relationship quality and reuse intentions in baby food

• Lee HJ
• Na HR
• Lee MA

• KMID: 2386631
• DOI: http://doi.org/10.4163/jnh.2017.50.3.302

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.

Keyword

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

MeSH Terms

Empirical Research
Intention*
Marketing

Figure

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  Fig. 1. Research model

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  Fig. 2. Structural path model with parameter estimate

Reference

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