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광고효과를 통한 체인레스토랑 기업의 브랜드강화 과정을 고찰한 연구

Title
광고효과를 통한 체인레스토랑 기업의 브랜드강화 과정을 고찰한 연구
Other Titles
Examining Chain Restaurant Companies` Advertising-based Brand Reinforcement Process
Author
현성협
Keywords
Advertising; Chain restaurant; Brand reinforcement; Stimulation; Relevant news; Familiarity; Empathy
Issue Date
2012-04
Publisher
한국외식경영학회. / The Foodservice Management Society Of Korea.
Citation
외식경영연구, 15, 2, 279~304
Abstract
This research aims to examine chain restaurant companies` advertising-based brand reinforcement process. According to the advertising literature, advertising is composed of six-dimensions: (1) relevant news, (2) stimulation, (3) empathy, (4) confusion, (5) familiarity, and (6) brand reinforcement. Based on literature review, the causal relationships between the six sub-dimensions were proposed, thus creating ten hypotheses. Integrating the proposed hypotheses, a conceptual model was developed. The model was tested using the data collected from actual chain restaurant patrons who saw chain restaurant advertising in the past three months. Based on data analysis, it was revealed that stimulation has positive impact on empathy formation, thus positively influencing relevant news and brand reinforcement, During this process, confusion negatively influence empathy formation process. More importantly, familiarity plays a moderating role in the relationship between stimulation and brand reinforcement, based on the findings, managerial/theoretical implications were discussed for advertising marketers in the chain restaurant industry.
URI
http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4010024020636http://hdl.handle.net/20.500.11754/37517
ISSN
1229-1838
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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