외식산업 브랜드 자산 구성 요인 연구

• 영문명: Composition Factors of Restaurant Brand Equity
• 발행기관: 한국관광학회
• 저자명: 이지호 이종주
• 간행물 정보: 『관광학연구』제30권 제1호, 193~209쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.02.28

영문 초록

Severe competitiveness and thus sale are phenomenon many of restaurants are suffering nowadays. Authors believe that as one of restaurant marketing strategies restaurants could raise competitiveness through a brand equity strategy. In order to build proper brand equity strategy for restaurants, one arguably should know first relations among factors consisting of restaurant brand equity. Thus, using both method of documentary study and empirical data, authors in this study purport to confirm various relations: whether brand recognition and perceived quality affects brand image, brand image does on brand preference, and brand preference does on brand loyalty and word of mouth, Most of the hypotheses were identified significant statistically.

목차

I. 서론

II. 실증 분석

III. 결론

참고문헌

키워드

브랜드 자산 외식산업 브랜드 인지 지각된 품질 브랜드 충성도 구전