• Journal of Nutrition and Health
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• 제38권5호
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• pp.395-403
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• 2005

The purposes of this study were 1) to analyze the relationship between brand equity factors ie brand awareness, brand image, brand preference and brand loyalty and 2) to suggest the strategy for brand management of contract food service management company. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of $82.5\%$. For the statistical analysis, the descriptive analysis, factor analysis, pearson correlation analysis, and regression analysis were conducted by using SPSS Win (10.0). The results of this study showed that the following 5 hypotheses were supported. Hypothesis 1: The brand awareness of the contract foodservice company affects positively the brand image of that. Hypothesis 2: The brand image of the contract foodservice company affects positively the brand preference of that. Hypothesis 3: The brand awareness of the contract foodservice company affects positively the brand preference of that. Hypothesis 4: The brand preference of the contract foodservice company affects positively the brand royalty of that. Hypothesis 5: The brand image of the contract foodservice company affects positively the brand loyalty of that. As a conclusion, the brand awareness has a positive effect on the brand image and brand preference significantly, so it is recommended that the contract foodservice company should focus on improving the brand awareness as a brand strategy. And the brand preference and brand image have the significant effect on the brand loyalty. Therefore the company should strive to strengthen the brand loyalty though building brand preference and brand image, because the brand loyalty brings about the customer's more visiting the foodservices, which is directly related to the profitabilities of the contract foodservice management company.

• 한국조리학회지
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• 제8권2호
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• pp.133-151
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• 2002

It is not the time when foodservice operations in Korea envy worldwide foodservice operations. For our foodservice operations to survive unlimited competition we do not wait for strong brand to be made, but make a worldwide brand through systematic tactics and strategy. To be a worldwide first-class foodservice operation we have to make first-class food products and a first-class brand accordingly. Brand has a power to lighten the future of a company and is in the limelight as a being to be attracted an attention from an invisible being. Brand is considered as a means to all the foodservice operations which invests enormous fund and time, and is appeared as a powerful weapon. It is not too much to say that 21st century is a marketing era centering on a brand. But this brand may be changed its property by various environment and changes. On the other hand it may be disappeared. Therefore more attention must be paid continuously about strategic actions to manage the brand. Now all companies can't promise to succeed without a powerful brand. The fact is that a worldwide brand to be made and developed is necessary. Also If not to do so it is very difficult to survive permanently.

• 한국프랜차이즈경영연구
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• 제12권3호
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• pp.47-58
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• 2021

Purpose: In general, franchise business models can generate higher returns and profits than non-franchise businesses. Therefore, it is necessary to study customer-based foodservice franchise brand awareness and service quality. The purpose of this study is to investigate the effect of service quality and brand awareness of foodservice franchises on attitudes divided into cognitive and affective attitudes and revisit intentions. Through this study, we intend to establish a structure that leads to service quality and brand awareness-cognitive attitude and affective attitude-loyalty. Research design, data, and methodology: In order to verify the hypothesis of this study, the survey was conducted among general consumers over the age of 20 who had visited a foodservice franchise within the last 3 months. Among the collected questionnaires, one insincere questionnaire was excluded, and 299 copies were used for analysis. The data collected to verify the hypothesis of this study were analyzed using SPSS 24.0 and AMOS 24.0. Result: First, it was found that the service quality of the foodservice franchise had a positive (+) effect on the cognitive attitude, and the service quality of the foodservice franchise had a statistically significant positive effect on the affective attitude. Second, the brand awareness of the foodservice franchise was found to have a statistically significant positive (+) effect on the cognitive attitude. and the brand awareness of the foodservice franchise had a statistically significant positive (+) effect on the affective attitude as well. Third, cognitive attitude was found to have a statistically significant positive (+) effect on loyalty, and affective attitude was also found to have a statistically significant positive (+) effect on loyalty. Conclusions: First, this study applied the S-O-R theory to the effect of service quality and brand recognition on cognitive attitude, affective attitude, and loyalty. Second, the structure leading to service quality and brand awareness-cognitive attitude and affective attitude-revisit intention was established. Third, attitudes in this study were divided into cognitive attitudes and affective attitudes. In general, attitude is studied as a single dimension as a cognitive attitude, but in this study, attitude was studied by dividing it into a cognitive dimension and an affective dimension

• 한국식생활문화학회지
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• 제24권3호
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• pp.286-294
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• 2009

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

• 대한영양사협회학술지
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• 제11권3호
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• pp.299-308
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• 2005

The purpose of this study was to investigate the college and university student's perception on the brand awareness of contract foodservice management company in Incheon area. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of 82.5%. The results showed that 85 % of the students has known that the foodservice operation was managed by contracted management company, only 56.5% of them have known the exact name of contract foodservice management company managing their cafeteria. It was recommended therefore that contract foodservice management company need more efforts for widening public activities for their company's name.

• 한국조리학회지
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• 제17권2호
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• pp.51-73
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• 2011

대학교 위탁급식업체에서도 현재 많은 외식기업들이 브랜드 자산의 구성요소인 브랜드 인지, 로열티, 지각된 품질, 연상이미지 등을 강화하기 위해 매스미디어를 이용한 커뮤니케이션에 예산을 늘리고 있는 것처럼 브랜드 자산 형성을 위한 투자가 뒷받침 되어야 한다. 본 연구를 위해서 설문지의 617부를 실증분석에 이용하였으며, 설문문항의 신뢰도검정을 위해 알파계수분석 (Cronbach's Alpha analysis)과 타당성검정을 위해서 탐색적 요인분석(exploratory factor analysis)과 확인 요인분석(confirmatory factor analysis)을 실시하였다. 조사자의 일반적인 특성을 파악하기 위해 빈도분석을 실시하였으며, 브랜드 인지가 브랜드 개성과 브랜드 이미지 형성 그리고 소비자-브랜드 관계의 질에 미치는 구조모형 가설검증을 위해 AMOS 17.0(Analysis of Moment Structure) 프로그램을 이용한 경로분석(path analysis)을 실시하였다. AMOS 분석결과 모든 가설이 유의한 것으로 나타났으며, 이는 대학교 위탁급식업체에서도 브랜드 인지에 대한 자산형성이 소비자-브랜드 관계의 질에 정(+)의 영향을 준다는 것으로 나타났다. 따라서 대학교 위탁급식업체의 고객에 긍정적인 브랜드 이미지 확립은 강한 소비자-브랜드 관계를 확립하게 되므로 향후 긍정적인 브랜드 이미지에 대한 연구가 지속되어져야 할 것으로 본다.

• 대한영양사협회학술지
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• 제14권2호
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• pp.186-197
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• 2008

The aim of this study was to measure the brand images of contract foodservice management companies by identifying brand image attributes and then developing a measurement scale to measure the weight of these attributes. The measurement scale was developed by following a 5-stage process that included face-to-face interviews with experts, literature review, questionnaire surveys, verification of scale validity, exploratory factor analysis, and confirmatory factor analysis. A total of 137 items measuring brand image were collected: 37 items from studies of brand image and corporate image, 55 items from studies of contract foodservice management companies and 45 items from the internet and websites of contract foodservice management companies. A survey was then conducted to assess the validity and reliability of the questionnaire items. Ultimately, the 137 items were reduced to 40 items. The calculated Cronbach's alpha for the 40 brand image items was 0.934, demonstrating good internal consistency. Based on exploratory factor analysis (EFA), employee attitude, menu content, corporate image, dining location and ambience, along with 33 subattributes, were identified as brand image attributes. Employee attitude was the most significant attribute influencing brand image. After confirmatory factor analysis (CFA) and a review process, four brand image attributes and 33 subattributes were finalized and incorporated into the scale.

• 경영과정보연구
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• 제28권2호
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• pp.1-19
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• 2009

많은 외식기업들은 시장에서 이미 성공한 브랜드를 무형의 자산으로 취급하고, 이를 보다 적극적으로 활용하기 위한 마케팅 전략의 일환으로 브랜드확장을 이용하고 있다. 브랜드확장전략은 브랜드이미지를 강화하고 마케팅비용을 감소한다. 본 연구의 결과는 다음과 같다. 첫째, 본 연구의 가설 (H-1)에 해당하는 확장브랜드에 대한 이미지와 확장브랜드에 대한 태도와의 관계를 검증한 결과, 계수 값이 0.43, t값이 4.21로 나타나 통계적인 유의성이 검증되었다. 확장된 브랜드 이미지는 확장된 브랜드 태도에 가장 강력하게 영향을 미친다. 둘째, 확장브랜드에 대한 태도와 확장브랜드의 충성도간의 관계(H-2)에 있어서도 계수의 값이 0.29, t값이 3.08로 나타나 확장브랜드에 대한 태도가 확장브랜드의 충성도에 영향을 미친다는 것을 알 수 있다. 본 연구결과, 외식브랜드는 고객과 외식기업간의 단순한 거래의 수단이 아닌 지속적인 관계의 개념의 확장으로써 적용되는 상호작용적 수단으로 인식해야 한다. 특히 이미지와 태도, 그리고 재방문의도, 추천의도와 같은 충성도와 어떠한 영향관계가 있는지 조명한 부분은 이와 유사한 선행연구들의 이론적 한계를 극복할 하나의 이론적 실마리를 제공한다.

• 한국조리학회지
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• 제14권3호
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• pp.165-177
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• 2008

Knowledge of involvement, brand awareness, and their roles in shaping consumer behaviour are crucial for designing marketing strategies for an organization. The purpose of this study is to analyze the differences in foodservice brand awareness and information sources based on the involvement level of college students. In order to accomplish the purpose of the study, 300 college students who live in Yeungnam area were selected as its samples using quota sampling. A final sample of 282 responses was deemed usable and analyzed. The findings are as follows. First, the results indicated a significantly higher foodservice brand awareness of high involvement subjects than of low involvement subjects except fast food brands. Second, it was found that high and that of low involvement subjects utilized different information sources to satisfy their information needs regarding foodservice brands.

• 한국식생활문화학회지
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• 제33권6호
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• pp.543-549
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• 2018

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.