• Culinary science and hospitality research
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• v.19 no.2
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• pp.130-148
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• 2013

Domestic pizza market in Korea is in the age of maturity, and competition in the market is getting intense. Brand personality that can prompt consumer sensibility is evaluated as a proper method to differentiate the image of a corporate rather than products or technology that can be copied easily by competitors. In this study, we examined the structural relationships among brand personality of pizza brands in Korea, customer-brand relationship quality, and repurchase intention with selected measurement based on Aaker's Big 5. Based on questionnaires answered by 291 customers, this study examined validity and reliability by using SPSS 16.0 and AMOS 5.0 for its hypotheses. The result of the study modelling were GFI=0.900, NFI=0.922, CFI=0.965, RMSEA=0.050 at the level of ${\chi}^2$=384.130(df=1.715, p<0.001). First, sincerity, competence, and sophistication of the pizza brand personality had a positive effect on intimacy. Second, sincerity, competence, sophistication, and strength of the pizza brand personality had a positive effect on brand partner quality. Also, intimacy and brand partner quality had a positive effect on repurchase intention. Therefore, in the practical perspective, pizza brand management can utilize the findings of specific pizza brand personality in creating a competitive edge for marketing.

• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.399-406
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• 2010

This paper is to analyze which factors affect preference, satisfaction, and revisiting on McDonald's brand personality and to suggest distinguished guidelines for drawing core customers. The questionary distributed 150 who is college students in dokyo, Japan, then used for data analysis 128. The results come up with; First, 4 variables which are 'up-to-date', 'spirited', 'darling', and 'young' showed up importantly in brand personality. These mean young generation would like to enjoy playing on-line game and contents with computer on the table during wait their order. Second, 3 factors (sincerity, intelligence/specialization, and wholesome) in brand personality had highly significant in preference and satisfaction. When they feel strongly specialization and trust in product, it should be showed highly with preference and satisfaction. Third, 2 factors (sincerity, and intelligence/specialization) had strongly significant in revisiting. As marketer reinforce darling and specialized image about McDonald, Therefore, they should make customer to purchase again. Finally, if customer prefered and satisfied with product in the restaurant, it could be connected rebuying.

• 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.

• Proceedings of the Korean Society of Computer Information Conference
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• 2016.07a
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• pp.160-161
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• 2016

본 연구는 중국 식당평가사이트인 디엔핑닷컴(dianping.com)을 이용하여 정량데이터 형태인 식당의 음식품질, 서비스품질, 분위기품질을 평가한 값을 수집하고, 비정량데이터인 현지고객들이 작성한 리뷰를 이용하여 텍스트마이닝과 콘텐츠분석을 통해 식당의 브랜드개성을 정의하고, 도출된 식당의 브랜드개성과 지각된 서비스 품질과의 영향력을 파악하기 위해 다중회귀분석을 시행하였다. 중국의 경우는 브랜드개성요소 중 세련은 품질에 있어서 가장 큰 영향을 미치는 변수로 나타났다. 지각된 서비스 품질 요소와 브랜드 개성과의 영향력을 파악하는 것은 현지진출 전략수립 뿐만 아니라 한국에 방문하는 중국인들 대상으로 관광유치전략 수립시에도 보다 나은 시사점을 제시할 수 있다.