The Effect of Brand Image of Jeollabukdo Food Products on Purchase Intention and Intention of Word of mouth

Abstract

Purpose - The purpose of this study is to examine the effect of brand image on purchase intention and intention of word of mouth about local products with regional image. Design, data, and methodology -To accomplish this purpose, a survey was carried out to 300 Korean adults. The empirical analysis was based on 257 trusted data. This study conducted by SPSS 21.0 statistic program. Result -Brand image is segmented as 4 factors such as regional image, perceived quality, product image and brand perception about local products in Jeonllabuk-do. All 4 kinds of brand image factors influence on the intention of word of mouth. Also, this study prove higher the purchase intention, the higher degree of intention of word of mouth. Conclusions -These results implies that brand image perceived by consumers who use local products has an intention to purchase and to communicate with each other, thereby suggesting what effort should be made to perceive the brand image to the consumer in product development. In this way, there is an industrial and interdisciplinary significance in that the brand image can enhance the purchase intention and intention of word of mouth.