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http://dx.doi.org/10.7318/KJFC.2010.25.5.589

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

Yoo, Young-Jin (Department of Food Service Industry, Catholic University of Daegu)
Publication Information
Journal of the Korean Society of Food Culture / v.25, no.5, 2010 , pp. 589-597 More about this Journal
Abstract
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.
Keywords
brand loyalty; brand image; strategic alliances benefits; sales promotion;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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