학술저널
Although a considerable amount of studies on brand personality in marketing and consumer research has been done, there are few studies on gender effects concerned with restaurant brand personalities. This study explores how gender relates to restaurant own-brand identification, relationship satisfaction and brand loyalty. We have found both genders have strong effects on factors above. However, some differences are found in each restaurant tested. For instance, woman is revealed as more important gender in the case of VIPS.
I. 서론
II. 이론적 배경
III. 연구 설계
IV. 실증 분석
V. 결론 및 시사점
참고문헌
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