학술논문
A Study on Brand Selection Property of Preliminary Business Founder In Food Service Franchise Foundation
이용수 3
- 영문명
- 발행기관
- 한국유통과학회
- 저자명
- Dae-kwon Sung Jong-Pil Yu Hyeong-keun Lee
- 간행물 정보
- 『KODISA ICBE (International Conference on Business and Economics)』2012 International Conference on Business and Economics (ICBE 2012), 419~425쪽, 전체 7쪽
- 주제분류
- 경제경영 > 경제학
- 파일형태
- 발행일자
- 2012.07.15
무료
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국문 초록
영문 초록
Due to the social problems including recent economic crisis and unemployment rate increase, the demand of business foundation market has been increased and, in the meantime, on the basis of the business foundation support policy of the government including youth foundation support policy and Small & Medium Business Administration foundation planning, business foundation market has been showing steady growth trend. With this enlargement of foundation market, as the accompanied increase of franchise market is expected, it is considered that the importance of more realistic and concrete research about franchise market be larger than before.
This study considered brand image, main office support, foundation cost, information search activity as the advanced variable of effect on brand selection and established the cause of effect on brand selection by improving the existing advanced research, and its result is as follows. First, according to foundation business kind, age, sex, yes or no of marriage, there is some difference in the thought about brand image and foundation possibility. Second, Second, the most important factor of franchise contract intention is economical specificity. It is difficult to consider brand image, franchise support and information search activity as the property having a big effect on preliminary founder, and it was shown that the cost for franchise management(Consistency wity initial foundation cost and self-capital, promotion cost, management fund, facility/equipment reinvestment, etc.) is an important property. Specially, it was shown that consistency with initial foundation cost and self-capital is the most important factor for preliminary founder.
목차
Abstract
1. Introduction
2. Theoretical Background
3. Study Model Design
4. Proof Analysis Result
5. Conclusion
Reference
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