레스토랑 선택속성에 따른 외식 프랜차이즈 기업의 브랜드 포지셔닝 분석

• 영문명: Analyzing Franchising Company's Brand Positioning Strategies Based on Restaurant Selection Attributes: A Case Study of NBG Nolboo
• 발행기관: 한국관광학회
• 저자명: 조시영 전재균 현성협
• 간행물 정보: 『관광학연구』제36권 제3호, 171~188쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.04.30

영문 초록

This study adapted multidimensional scaling analysis to explore how patrons position brands based on restaurant selection attributes. A positioning strategy that establishes competitive advantage is critical for the financial success of a restaurant brand. This study has produced perceptual maps showing the locations of restaurant brands. Data were collected from a sample of 213 restaurant patrons in South Korea. A self-completion questionnaire was used to measure brand similarity, selection attributes and brand preference. The results of multidimensional scaling analysis reveal that Nolboo Budae- Jjigae and Bossam were observed as being highly competitive with each other as can be seen by their close proximity in the perceptual map. The order of the brand ratings on selection attributes were Hangari-Galbi, Jinheuk-Gui, Bossam and Budae-Jjigae. Based on the results of the PREDMAP technique, the ideal point was located close to Budae-Jjigae, indicating that patrons considered Budae-Jjigae to be the more preferable brand. The study provides a useful picture of competitiveness among four brands and offers insight for practitioners.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 분석결과

V. 결론

참고문헌

키워드

포지셔닝 놀부브랜드 선택속성 다차원척도법 Positioning Nolboo brand Selection attributes Multidimensional scaling