브랜드 개성 지각을 통한 커피전문점의 경쟁구도 및 선호 분석 = Analysis of Competing Composition and Preference of Coffee Shop Brand through Perception of Brand Personality

다국어 초록 (Multilingual Abstract)

The domestic coffee shop market began since the foreign coffee shop brand launched in 1999. By launching new coffee shop brands, subsidiaries of large enterprises and franchise coffee shops joint the business to struggle for competition. As a result of aggressive marketing activities and expanding the franchisees(branches), recently the domestic brands compete for the top in the number of branches. In addition, the reputation of starbucks used to be the top in the industry lose their position. In this circumstance, it is effective to enhance brand asset value and establish a unique image differentiated with competitors, and such image is created through brand personality. In this study, the followings were empirically analyzed and established; how consumers were aware of personality of the domestic representative coffee shop brands, with what structure their competitive relations are made and what plans can improve preference of brands effectively. As analysis methods, one-way ANOVA, correspondence analysis and logistic regression were applied.