외식산업 브랜드 자산 구성 요인 연구

Composition Factors of Restaurant Brand Equity

Severe competitiveness and thus sale are phenomenon many of restaurants are suffering nowadays. Authors believe that as one of restaurant marketing strategies restaurants could raise competitiveness through a brand equity strategy. In order to build proper brand equity strategy for restaurants, one arguably should know first relations among factors consisting of restaurant brand equity. Thus, using both method of documentary study and empirical data, authors in this study purport to confirm various relations: whether brand recognition and perceived quality affects brand image, brand image does on brand preference, and brand preference does on brand loyalty and word of mouth, Most of the hypotheses were identified significant statistically.