외식업체의 브랜드개성과 고객충성도에 관한 연구

A Study of Brand-Personality and Brand Loyalty in Food Service industry

A very active discussion on the theme of brand is recently being made in the field of academics as well as business. This study trys to analyze the differences of brand personality among various Family restaurants and among Fast food restaurants which are in four regard highly ranked in terms of sales’ amount, restaurants numbers, customers degree of recognition in 2003. Also, this study examines the relationship between the brand personality and the intention of revisit. Researchers surveyed 200 students who had visited those restaurants such as Out steak Steak house, Bennigans, Marche, T. G. I. Friday’s and Pizza Hut, Mcdonalds, Berger King, KFC. Results of the study show there are significant differences of brand personality among restaurants by examines. Also, there are significant relationships between each restaurants brand personality and the customers’ intention of revisit. Further discussions are made.