베이커리 브랜드의 컨셉 재활성화에 관한 연구

• 영문명: A Study on Concept Revitalization of Brand Bakery: Focused on PARIS BAGUETTE
• 발행기관: 한국관광학회
• 저자명: 鄭由景 閔銀雅
• 간행물 정보: 『관광학연구』제35권 제8호, 261~281쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.10.31

영문 초록

Brand revitalization is being widely employed the food service industry, like the example of McCafe. This study aims to compare the customers' psychological attachment and discriminative image on two-types of Paris Baguette, one of the most popular bakery brands in Korea; traditional bakery and brand revitalized cafe type bakery. Data were collected from 415 customers who experienced both types of bakery on January 2011. The results of the study indicated that the respondents were likely to have higher psychological attachment to the traditional type of Paris Baguette bakery than the new cafe type of Paris Baguette. However, in terms of the discriminant image, the respondents rated higher on the cafe type bakery than they did on the traditional type of bakery. This study suggested the need of identifying strengths and weaknesses of each type of bakeries, It also proposed the need of compensating the weaknesses through portfolio analysis. Furthermore, the necessity of differentiated marketing strategy based on the characteristics of each type of bakery customers were also suggested.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과 및 시사점

Ⅴ. 결론

참고문헌

키워드

컨셉 재활성화 심리적 애착 차별적 이미지 소비자-브랜드 관계 Concept revitalization Psychological attachment Discriminative image Consumer-brand relationship