한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제25권5호
  • /
  • Pages.589-597
  • /
  • 2010
  • /
  • 1225-7060(pISSN)
  • /
  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
권호 표지
DOI QR코드

DOI QR Code

전략적 제휴에서 판매촉진의 장.단기적 및 판매적.커뮤니케이션적 효과에 관한 연구 - 패밀리 레스토랑 산업을 중심으로 -

The Effects of Short-Term/Long-Term and Sales/Communication on Strategic Alliance Sales Promotions in the Family Restaurant Industry

  • 유영진 (대구가톨릭대학교 식품외식산업학부)
  • Yoo, Young-Jin (Department of Food Service Industry, Catholic University of Daegu)
  • 투고 : 2010.07.05
  • 심사 : 2010.09.29
  • 발행 : 2010.10.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this study was to investigate whether strategic alliance sales promotions have short-term or long-term or sales or communication effects in the family restaurant industry. The hypotheses were tested in family restaurant settings using a sample of customers visiting and enjoying food in the metropolitan city of Daegu. Empirical results confirmed that strategic alliance sales promotions had short-term and long-term effects, as well as sales and communication effects. Therefore, family restaurant managers should adopt or keep sales promotion strategic alliances with credit card companies. Furthermore, family restaurant managers should adopt or keep sales promotions with other companies. In a future study, more variables should be selected to test the sales promotion effects of strategic alliances.

키워드

참고문헌

  1. Aaker DA. 1996. Measuring brand equity across products & markets. California Management Review, 38(3):102-120 https://doi.org/10.2307/41165845
  2. Boone J. 1997. Hotel-restaurant co-branding: A preliminary study. The Cornell Hotel and Restaurant Administration Quarterly, 38(5):34-43.
  3. Chaudhuri A, Holbrook MB. 2001. The chain of events from brand trust and brand affect to brand performance: The role of brand loyalty. J Marketing, 65(2):81-93 https://doi.org/10.1509/jmkg.65.2.81.18255
  4. Cho SB, Kim CH. 2006. The effect of the types of sales promotion on customer satisfaction and purchase intention. Korean Journal of Hotel, Resort, and Casino Management, 15(1):177-190
  5. Chung KY, Son HK. 1998. The co-branding between Korean tourist hotels and foreign branded restaurants. Korean J Hospitality Administration, 7(2):157-174
  6. Doob A, Catlsmith J, Freeman J, Landauer T, Tom S. 1969. Effect of initial selling price on subsequent sales. J Personality and Social Psychology, 11(4):345-350 https://doi.org/10.1037/h0027415
  7. Dodson J, Tybout A, Sternthal B. (1978). Impacts of deals and deal retraction on brand switching. J Marketing Research, 15(1):72-81 https://doi.org/10.2307/3150402
  8. Engel JF, Blackwell RD, Miniard PW. 1995. Consumer Behavior, 8th ed. Dryden Press. New York. pp 123-135
  9. Guadagni PM, Little JDC. 1983. A logit model of brand choice calibrated on scanner data. Marketing Science, 3(3):203-238
  10. Ha DH, Kim SH. 2009. A study on market segmentation on sales promotion in the family restaurant-Focused on sales promotion of strategic alliances benefits. Korean Journal of Food & Cookery Science, 25(5):531-544
  11. Hahm SP, Jun JK. 2003. Co-branding as an alternative franchising strategy in the restaurant industry. J Tourism and Leisure, 14(3):39-53
  12. Han KS, Ko HJ. 2007. Effects of sales promotion on consumers in store: Based on its long-term communication and marketing effects. KADPR Journal, 9(2):145-176.
  13. Jung JW, Park HJ. 2005. The Effect of sales strategy and sales promotion of western restaurants on customer satisfaction: The mediating role of menu and price level. J Foodservice Management, 8(2):7-24
  14. Keller KL. 1993. Conceptualizing, measuring & managing brand equity. J Marketing, 57(1):1-22 https://doi.org/10.2307/1252054
  15. Keller KL. 2001. Strategic Brand Management. Prentice Hall Upper Saddle River. pp 283-297
  16. Khan MA. 1999. Restaurant Franchising, 2nd ed. John Wiley & Sons. Hoboken. pp 65-74
  17. Kim JY, Min BP. 2005. Comparison of effectiveness between various sales promotion. Korean Management Review, 34(2):445-469
  18. Kim JW 2007. The Influence of the marketing communication on the service brand equity. Proceedings of the Korean Academic Society of Business Administration Conference. pp 1-23
  19. Kim KS. 2002. A study of co-branding between dining restaurants and hotels for the effective management of hotel food & beverage outlets. J Tourism Information, 12:259-280
  20. Kim HY. 2001. The food service industry, amount of credit cards used over 70%. Hotel & Restaurant, May:70-73
  21. Kim SY. 1993. A literature review of sales promotions. Advertising Research, 20(fall):51-69
  22. Kotler P. 1997. Marketing Management: Analysis, Planning and Control, 9th ed. Prentice Hall. Englewood Cliffs. p 153
  23. Kuehn AA, Rohloff AC. 1967. Evaluating promotion using a brand switching model. in Promotional Decisions Using Mathematical Models, ed. P. Robinson. 50-85
  24. Lee CO, Lee SK. 2000. Promotion Essence. Muyok Publisher. Seoul. p 78
  25. Lee KK, Kim CH. 2007. A study on the impact of sales promotion to customer's purchase behavior at hotel F&B restaurant. Korean J Hospitality Administration, 16(3):121-137
  26. Lee SJ, Kim WG, Kim HJ. 2006. The impact of co-branding on post-purchase behaviors in family restaurants. International J Hospitality Management, 25(2):245-261 https://doi.org/10.1016/j.ijhm.2005.04.008
  27. Massy WF, Frank RE. 1965. Short-term price and dealing effect in selected marketing segments. J Marketing Research, 2(2):118-120
  28. Montgomery DB. 1971. Consumer characteristics associated with dealing: An empirical example. J Marketing Research, 8(2):118-120 https://doi.org/10.2307/3149741
  29. Neslin SA, Caroline H, John Q. 1985. Consumer promotion and the acceleration of product purchases. Marketing Science, 4(2):147-165 https://doi.org/10.1287/mksc.4.2.147
  30. Neslin SA, Shoemaker RW. 1983. A model for evaluating the profitability of coupon promotion. Marketing Science, 2(4):361-388 https://doi.org/10.1287/mksc.2.4.361
  31. Park CS. 1997. A study on the competitive marketing strategies in the hotel industry. Journal of Tourism Management Research, 1(1):185-204
  32. Rao AR, Ruckert R. 1994. Brand alliances as signals of product quality. Sloan Management Review, 36(1):87-97
  33. Rossiter JR, Percy L. 1987. Advertising and Promotion Management. McGraw-Hill. New York. pp 24-36
  34. Samu H, Sridhar SK, Smith RE. 1999. Using advertising alliances for new product introduction: Interactions between product complementarity and promotional strategies. Journal of Marketing, 63(1):57-74 https://doi.org/10.2307/1252001
  35. Schults DE, Robinson WA, Petrison LA. 1992. Sales Promotion Essentials. NTC Business Books. Lincolnwood. p 47
  36. Shocker A. 1995. Positive and negative effects of brand extension and co-branding. Advances in Consumer Research, 22:432-434
  37. Simonin B, Ruth J. 1998. Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. J Marketing Research, 30(2):204-219
  38. Son HK. 1997. A study of the co-branding between Korean tourist hotels and foreign branded restaurants. Doctoral degree thesis. Sejong University. pp 14-16
  39. Spethmann B, Benezra K. 1994. Co-brand or be damned. Brandweek, 35(45): 20-25
  40. Vaidyanathan R, Aggarwal P. 2000. Implications of ingredient branding for national and private label brands. J Product and Brand Management, 9(4): 214-228 https://doi.org/10.1108/10610420010344013
  41. Washburn J, Till B, Priluck R. 2000. Co-branding: Brand equity and trial effects. The J Consumer Marketing, 17(7):591-690 https://doi.org/10.1108/07363760010357796
  42. Webster FE. 1965. The deal prone consumer. J Marketing, 66(4):186-189
  43. Yoon SO, Shin SY, Yang IS. 2008. Customer attraction effects of restaurant promotion for kids. Journal of the Korea Home Economics Association, 46(10):107-117
  44. Yu JH. 2004. A study on components of brand equity with priority given to emotion-relationship between consumer and brands. Doctorate thesis. The Sungkyunkwan University of Korea. p 64