Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Composition Factors of Brand Equity in Domestic and Foreign Brands in the Foodservice Industry

외식 산업 해외 브랜드와 국내 브랜드의 브랜드 자산 구성 요소에 관한 연구

  • Kim, Ha-Yun (Dept. of Hotel Culinary, Sejeong University) ;
  • Kim, Bo-Sung (Dept. of Hotel Culinary, Sejeong University) ;
  • Kim, Myung-Hee (Dept. of Food Service Management, Kyonggi University)
  • Received : 2008.09.03
  • Accepted : 2009.09.08
  • Published : 2009.10.31
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Abstract

Brand equity has been treated conspicuously since the late 1980s. The purpose of this study was to develop a model brand equity model by examining the structural relationship among dimensions (brand loyalty, perceived quality, brand association/image, brand awareness) of brand equity, to compare differences between local brands and multinational brands. For this study, a total of 540 survey questionnaires were analyzed the results. All results were conducted using the frequency, factor analysis, regression and t-test procedure of the SPSS 12.0 package. The t-test revealed that consumers expose that recognize foreign brand constituents as better than domestic brand constituents. The determinant factors of brand equity were summarized as brand loyalty, perceived quality, brand association/ image, and brand awareness. Among these, four factors had a significant affected on the level of brand equity. Specifically, there was a difference between domestic brand and foreign brands. Among domestic brands the level of brand equity was significantly affected by brand loyalty, brand association/image, and brand awareness. However foreign brands were significantly affected by brand loyalty and perceived quality.

Keywords

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