소비자의 관여도에 따른 호텔 외식업 브랜드 확장에 관한 연구

• 영문명: A Study of Effect of Customers' Involvement on Hotel Food & Beverage Brand Extensions
• 발행기관: 한국관광학회
• 저자명: 김성혁 전정아
• 간행물 정보: 『관광학연구』제30권 제2호, 339~null쪽, 전체 1쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.04.30

영문 초록

A brand extension is another area of interest in marketing .research This study is to find out how people react to the extended brand when the marketing strategies were connected to the original brand. Case study of brand extension is here hotel business involving Shilla, Walkerhill, Intercontinental, Chosun, Plaza Hotel. A non-random surveyed 639 respondents were used as analysing data. As a result of the impact of hotel brand equity on the performance of expanded brand, it was found that the lower involvement had less positive effect on the evaluation of the brand expansion while higher involvement at original brand was found connected to the extended brand rather highly.

목차

I. 서론

II. 이론적 배경

III. 연구조사설계

IV. 분석결과

V. 결론

참고문헌

키워드

브랜드자산 브랜드확장 관여도