아이스크림 전문점의 브랜드 CI 컬러와 브랜드 이미지가 만족도에 미치는 영향

• 발행기관: 한국외식경영학회
• 저자명: 박정숙(Jung Sook Park) 이준재(Jun Jae Lee)
• 간행물 정보: 『외식경영연구』15권 1호, 321~337쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

Our snacks at present are different those in past due to change in food culture and business marketing. Ice cream is a product which can be seen anywhere and there are more than several hundred different kind of ice cream. In order for an ice cream company to survive in a market full with a lot of competitors, ice cream has to have its own color (CI color) and image. Difference from others has been established as requirements not only for a person but also for a company and therefore, a company has to find out a way to represent its brand identity. Under severe competition, ice cream specialty companies having their own brands started to set up brand identity and image by renewing their stores and making new CL Colors give effects to both body and mentality of a person and then, they help his thought.

키워드

Ice cream CI color Brand image Satisfaction