한국조리학회지 (Culinary science and hospitality research)
- 제14권1호
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- Pages.107-122
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- 2008
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
메뉴 라벨의 제시 유형과 소비자 지식 수준에 따른 커뮤니케이션 효과
Communication Effects of the Presenting Types of Menu Labelsand Consumers' Knowledge Level
- Na, Tae-Kyun (Dept. of Hotel & FoodService Culinary, University of Young-dong) ;
- Choi, In-Sub (Dept. of Hotel & Foodservice Management, University of Far-East)
- 발행 : 2008.03.30
초록
The purpose of this study is to analyze the effects of the presenting type of menu labels(regular/descriptive) and knowledge level(high/low) on the advertisement(Ad) comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. For that reasons, 157 university students who are majoring in food-service management or culinary arts were conveniently selected as sample for