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http://dx.doi.org/10.7318/KJFC.2011.26.6.698

Global Korean Food Marketing Communication of Government Agencies and Restaurant Companies  

Yang, Il-Sun (Department of Food & Nutrition, Yonsei University)
Kim, Eun-Jung (Institute of Food and Nutritional Sciences, Yonsei University)
Shin, Seo-Young (Department of Food & Nutrition, Seoil College)
Cha, Sung-Mi (Department of Foodservice Industry, Hanyang Woman's University)
Publication Information
Journal of the Korean Society of Food Culture / v.26, no.6, 2011 , pp. 698-708 More about this Journal
Abstract
The purpose of this study was to analyze methods and contents of global Korean food marketing. In-depth interviews were conducted from July to October in 2010 using a qualitative research approach. Government agencies and restaurant companies emphasized well-being and healthy aspects as a Korean food identity. Regarding the marketing contents, government agencies commonly included standard loanword orthography and recipes. On the other hand, restaurant companies contained their own contents differentiated from other brands. Government agencies used CF, video, book and newspaper as communication channels but restaurant companies did not have systematic communication channels. Government agencies attempted to use holding, supporting and participating expositions as communication methods, whereas restaurant companies mainly used sales promotion and point-of-purchase as communication methods.
Keywords
Globalization of Korean food; marketing communication; in-depth interview;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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