외식 전문가의 퍼스널 브랜드 매력성 연구

A Study of Foodservice Specialists on Personal Brands Attractiveness

The purpose of this study is to verify the attractiveness of the personal brand related to workers at the food service industry. In this study, the attractiveness of personal brand is composed of food service specialist's expertise, sociability, physical appearance, and personalized marketing. Brand image and brand loyalty are used as dependant variables. Convenient sampling method was adopted in this study and distributed on and offline questionnaires. For the data analysis, usable responds were performed by using SPSS18.0 and AMOS 18.0 to verify the hypothesis. After presenting the food service specialists photos of B, C, L, this study was performed with the most preferences one. The research result showed that among the attractiveness of personal brands, except physical appearance, sociability, personalized marketing, and expertise had a positive (+) influence on brand image. Thus, hypothesis 1 was partially adopted. In hypothesis 2, as the brand image had a positive (+) influence on brand loyalty, hypothesis 2 was adopted. The result of this study indicates the importance of personal brand as marketing strategy and the study suggests theoretical and practical implications.