프랜차이즈 브랜드 이미지 구성요소 현지화 적용이 브랜드 유사성 인식과 구매 의도에 미치는 영향에 관한 연구

• 영문명: The Effects of Franchise Brand Image Organization Factor Localization On Brand Similarity Recognition & Purchase Intention: A Study based on Starbucks
• 발행기관: 한국외식경영학회
• 저자명: 전지영(Jhun Ji Young) 이애주(Lee Ae Joo)
• 간행물 정보: 『외식경영연구』11권 2호, 171~195쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.06.30

영문 초록

The purpose of this study is to find whether franchise brand image organization factor localization through the modification of color, typography, language, symbol of brand identity affects brand recognition and purchase intention of consumers. Many global companies have tried to modify their own brand identity according to the local situations in order to attract more consumers. As a result of this study, if consumer recognize more similarly both original brand and localization brand, they will tend to have more purchase intention than those who don't recognize them .similarly. In addition, when original brand identity was changed in color or local language, consumers conceived more similarly with original brand and localization. However, when original brand identity was changed in typography or symbol, consumers didn't conceive them similarly. The results implies that if the company tries to make its own brand identity localization, the company should consider only to change the color or the language in order to prevent losing consumers.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계 및 연구방법

Ⅳ. 실증분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Franchise brand image organization factor localization Brand similarity Purchase intention