• 베이커리
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• no.5 s.346
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• pp.99-103
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• 1997

• The Korean Journal of Franchise Management
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• v.5 no.2
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• pp.51-67
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• 2014

Looking at the case of countries or companies, the success and failure can be found a certain repetitive 'Pattern'. In this paper, global franchise company factors determine the success or failure of the Burger King on the market dynamism perspective, and looked to discuss its implications. The success or failure of a company in a country like pattern of the growth and erosion and stagnation and decline, and the pursuit of sustainable growth through relentless improvement reactivated. Burger King has more to strengthen brand equity oriented by the world's best restaurant through the development of aggressive marketing activities in the global market to regain its former glory.

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.537-545
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• 2016

This study aimed to research the moderating effects of local & global brand on the relationship between brand equity and behavioral intention in franchised hamburger restaurant. This study intended (1) to analyze the factors of brand equity in franchised hamburger restaurant, (2) to research the effect of brand equity on behavioral intention, (3) to research the moderating effects of local & global brand on the relationship between brand equity and behavioral intention. Data were collected from undergraduates who visited the nationwide hamburger restaurants by face-to-face interview. The questionnaire was distributed of the 300 copies and used 253 in the analysis. The results of this study revealed that (1) the factors of the brand equity were brand awareness, brand image and brand loyalty, (2) brand loyalty, image and awareness had significant influence on behavioral intention in order, (3) the effect of brand awareness on behavioral intention was significant influence by moderating effect of local & global brand.

• Archives of design research
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• v.16 no.1
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• pp.169-180
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• 2003

Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.253-262
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• 2019

This study conducted an actual condition survey with users in order to examine the Graphic User Interface (GUI) design appearing in fast food Digital Information Display (DID). Selecting four restaurants with high sales in the hamburger industry in 2017, including Lotteria, McDonald's, Burger King, and Mom's Touch, based on this, this study investigated and analyzed GUI visual components appearing in DID, including layout, character, color, graphics, and videos based on this. As a result, this study could propose a design plan providing users with the layout that can be clearly and neatly divided, characters attracting attention with high readability, colors with high visibility, graphics attract interest, and videos with various contents, rather than a complex approach for efficient GUI design, analyzing the environmental factors of fast food restaurants.

• The Journal of the Korea Contents Association
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• v.9 no.9
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• pp.403-410
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• 2009

This paper is to find out which factors affect preference and revisiting on brand personality according to cross-national college students in Korea and China, and to suggest distinguished strategies for attracting core customers continuously on each country and restaurants. The questionary hand out each 150, then used for data analysis 142 in Korean, 122 in China. The results come up with; First, It couldn't compared huge gap for McDonald and Burger King in sampling. Second, three variables (successful, harmony, and western) are highly recognized brand personality in Korean. They should build up powerful image to communicate 20's ages. For Chinese that ranked highly three variables (Darling, Friendly, and Sincere), they reinforced warm-hearted image with special character, providing promotion coupon, and various event. Third, because 2 factors(Sincere and Sensitivity) had significant in preference for Korean and Chinese. It should be formed non-producted parts which are visual decoration, atmosphere, uniform and music. Also, 'feminine' had meaningful for Chinese. Fourth, 'Sincere' was connected directly in revisiting for Korean and Chinese. Trust Is prior to customer and brand. Also, for Korean, 'sensitivity' had significant. Therefore, it should make exciting surrounding, and atmosphere.