외식기업의 고객관여도와 광고효과 분석

• 영문명: Effectiveness of Advertising Analysis with Eating Out Corporation's Customer Involvement
• 발행기관: 한국외식경영학회
• 저자명: 박한나(Park Han Na) 한경수(Han Kyoung Su)
• 간행물 정보: 『외식경영연구』9권 3호, 135~163쪽, 전체 29쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.09.30

영문 초록

In order to studying about catering advertisement, this research adopted multi-approach method about catering customer's involvement and analyzed the process of catering advertisement effects. It was analyzed that customer involvement, preference, and memory process was related to attitude process which are composed of advertising and brand attitude. In detail, customers who have higher preference toward advertisement tend to show higher average in involvement. Attitude process, involvement, and preference have effects on 'purchase behavior process.'; Problem recognition, information collection, evaluation of alternation, purchase decision, post-purchase satisfaction, and repeat purchase. In this process, each variable is highly affected by the previous variable. In conclusion, customer group that has higher involvement, advertising preference, and memory has high effect on both attitude process and purchase process. Advertising preference and memory also play roles as variables.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구모형 및 연구방법

Ⅳ. 분석결과 및 논의

Ⅴ. 결론

참고문헌

키워드

Eating out of commodity Effectiveness of advertising Brand attitude Advertising attitude Customer involvement