Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Implication of Co-Branding in Hotel Foodservice Department

호텔 식음료부문의 공동브랜딩 도입에 관한 연구

  • 김영규 (계명대학교 관광경영학과) ;
  • 최영준 (영산대학교 호텔관광학부)
  • Published : 2005.04.30
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Abstract

It is the aim of this study to identify and develop improved management practice and competitive edge through co-branding which has been adopted extensively in the States. There is no universally accepted definition of co-branding. The term has been used interchangeably with labels such as brand alliance and composite branding. This study is exploratory in nature and at best a pilot study as few academic research are found dealing with actual cases between hotels and restaurant companies in Korea. Through related literatures reviews and research findings, this study will provide valuable insight as to the methods and activities of co-branding and a framework to help industry professions identify co-branding opportunities to enhance the productivity.

Keywords

References

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