한,중 브랜드 개성 유형에서 나타난 유사성과 차이성에 근거한 한국 외식 기업의 중국 경영 현지화 접근의 탐색적 연구

• 영문명: An Observational Approach to Localization of Korean Food-service Corporation in Chinese Market: Focused on Similarities and Differences between Korean and Chinese Brand Personality Dimensions
• 발행기관: 한국외식경영학회
• 저자명: 하인주(In Joo Ha)
• 간행물 정보: 『외식경영연구』13권 2호, 57~80쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.04.30

영문 초록

Through the comparing with brand personality similarities and differences with culture value big five, personality trait big five, and motivation theory, the results might provide a more complete insight into the unique values of their cultures. The similar dimensions found are "Sincerity"(仁), "Excitement"(樂), and "Sophistication"(雅) compared with two nations. The different dimension found is "Competence"(智) and "Ruggedness"(勇) compared with two nations. It was not found "Competence"(智) and "Ruggedness"(勇) personality dimension in Korean, on the other hand, it was found "Competence"(智) and "Ruggedness"(勇) personality dimensions in Chinese. In the view of personality trait big five and need theory, the Chinese has relatively higher value on "Social needs", "Openness", "Mastery Needs", "Equalitarian Commitment" as compared with Korean. The result of this study has, from a new perspective, suggested the implications in the establishing of Chinese-style marketing for Korean corporations.

키워드

Korean and Chinese Brand Personality Dimension Similarity Difference