레스토랑 브랜드 개성에 관한 연구동향 및 기여의 고찰

A Review of Research on Restaurant Brand Personality: A Focus on the Hospitality and Tourism Journals Listed at Korea Research Foundation

This study critically reviewed previous research on restaurant brand personality which appeared on Korea Research Foundation listed hospitality and tourism journals. First, Aaker's(1997) conceptualization and measurement of brand personality were scrutinized. Then previous Korean researches on restaurant brand personality were reviewed in terms of Aaker's conceptualization and measurement model. Results showed that there were three different types of restaurant brand personality researches in Korea. First type of researches were the researches that employed Aaker's conceptualization of brand personality only. Second type of research were the researches that developed Korean measurement scales of restaurant brand personality. The third type of researches were the researches that used both Aaker's conceptualization and other researchers conceptualization of brand personality. Based on the findings of this study, future research directions were also discussed.