국내 외식업체의 브랜드 개성이 브랜드 이미지에 미친 영향에 관한 연구

• 영문명: A Study to a regression analysis for the relationship between brand personality and brand images of foodservice industry within a country
• 발행기관: 한국외식경영학회
• 저자명: 양태석(Yang Tai Suk) 한경수(Han Kyong Soo) 유병주(You Byung Joo)
• 간행물 정보: 『외식경영연구』5권 1호, 111~140쪽, 전체 29쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2002.04.30

영문 초록

This study was collaborated with collegians and graduate school students majoring in foodservice management and equipped with the basic knowledge of and interest in the foodservice industry as well as with such firms as Lotteria, Mcdonald, BBQ, Pizzahut, KFC, Popeyes, Pizzamall, TGIF, Bennigans, Burgerking and so on with the literature review and corroborative analysis. The following analysis methods were introduced to this study: frequency analysis designed to analyze the characteristics of the subjects with the help of Windows SAS 6.2 (Statistic Analysis System Version 6.2), reliability analysis, t-test, ANOVA, regression analysis, Cronbach's Alpha to represent internal coherence, factorial analysis to reduce variables both in factor related to brand individuality and brand images and to remove unnecessary variables, t-test and ANOVA using factor values based on factorial analysis to test a difference between groups through sample average according to demographic characteristics, regression analysis to be conducted on the relationship between brand individuality factors and brand images. Brand images were investigated with the following purposes in mind in an effort to work out more systematic marketing plans.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계 및 분석방법

Ⅳ. 실증분석 및 결과

Ⅴ. 결론 및 한계점

참고문헌