외식업체의 마케팅 커뮤니케이션이 브랜드 에쿼티에 미치는 영향

• 영문명: Effects of Marketing Communication on Brand Equity of Foodservice Business
• 발행기관: 한국외식경영학회
• 저자명: 고재윤(Ko Jae Youn) 이유양(Lee Yu Yang)
• 간행물 정보: 『외식경영연구』12권 1호, 199~223쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.02.28

영문 초록

The purpose of this study is to analyse which marketing communication -advertising, publicity, sales promotion, word of mouth, physical environmentinfluences on the components of brand equity-brand awareness, brand image and brand loyalty. The subjects of this study are foodservice business. The results of this study can be as follows: First, advertising, publicity, word of mouth and physical environment are the influential factors of brand equity on brand awareness in positive way. sales promotion don't have influence over brand awareness. Second, sales promotion, word of mouth and physical environment are the influential factors of brand equity on brand image in positive way. advertising and publicity don't influence over brand image. Especially, the influencing power of a word of mouth and physical environment are much more than those of any other factors. Third, brand awareness have no significant influence directly on brand loyalty, but brand awareness have indirect effect through brand image which have significant influence on brand loyalty. In addition, brand awareness among the components of brand equity have influence upon brands image.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Marketing communication Brand equity