외식 전문가의 퍼스널 브랜드 매력성 연구

• 영문명: A Study of Foodservice Specialists on Personal Brands Attractiveness
• 발행기관: 관광경영학회
• 저자명: 신형철
• 간행물 정보: 『관광경영연구』제22권 제6호, 53~71쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.11.30

영문 초록

The purpose of this study is to verify the attractiveness of the personal brand related to workers at the food service industry. In this study, the attractiveness of personal brand is composed of food service specialist's expertise, sociability, physical appearance, and personalized marketing. Brand image and brand loyalty are used as dependant variables. Convenient sampling method was adopted in this study and distributed on and offline questionnaires. For the data analysis, usable responds were performed by using SPSS18.0 and AMOS 18.0 to verify the hypothesis. After presenting the food service specialists photos of B, C, L, this study was performed with the most preferences one. The research result showed that among the attractiveness of personal brands, except physical appearance, sociability, personalized marketing, and expertise had a positive (+) influence on brand image. Thus, hypothesis 1 was partially adopted. In hypothesis 2, as the brand image had a positive (+) influence on brand loyalty, hypothesis 2 was adopted. The result of this study indicates the importance of personal brand as marketing strategy and the study suggests theoretical and practical implications.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Foodservice Specialists Personal Brand Attractiveness Brand Image Marketing Brand Loyalty