외식업체를 이용하는 고객의 성격과 브랜드 지식이 브랜드 개성에 미치는 영향

• 영문명: Impacts of human personality & brand knowledge on the brand personality
• 발행기관: 한국외식경영학회
• 저자명: 이상미(Lee Sang Mi) 권창희(Kweon Chang Hyi)
• 간행물 정보: 『외식경영연구』5권 1호, 141~159쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2002.04.30

영문 초록

This study investigates how human personality & brand knowledge affect to the brand personality, also whether this leads to the preference & revisiting that could be affected directly on the gross sales, then provides useful clues to the decision-makers and marketers in the selected foodservice co. The findings are as follows; eventually leading group prefer to the fast food restaurant, appeasement group prefer to the family restaurant but only emotional group don't belong to the any type of restaurants. Also, the more high brand knowledge, there is not much perceived difference brand personality according to the type of restaurants. Suggesting the overall implication, first use differentiate way which goes well with each group. In other words, efficient space using, atmosphere of cybers style. special restaurant name, menu design etc. draw the customers, maintain continuously. The second, use visual, auditory stimulating media or advertisement. Consumers are able to more quickly form perceptions of brand personality. This make accumulating brand knowledge, then affects on the revisiting.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 실증분석

Ⅳ. 결론 및 시사점

참고문헌

키워드

human personality brand knowledge brand personality