호텔 외식업 브랜드 확장에 관한 소비자 평가 = Consumer Evaluations of Brand Extensions on Hotel F&B

다국어 초록 (Multilingual Abstract)

This study introduced hotel's brand equity which indicates differentiated characteristics and competitive value of hotel through perceptual evaluation of consumers on general hotel activities, and examined how hotel's brand equity affects product of brand extensions. In order to achieve these purposes, a non-random survey on the person who experienced the hotel and the extended brand were executed. Questionnaire were divided into 5 types by each hotel and distributed 200 of each type. The target brands used the study were namely Shilla, Walkerhill, Intercontinental, Chosun, Plaza. Through literature review and empirical analysis, this study shows that brand equity and its components has a positive effect on of products brand extension and their effects depend on the form of brand extension. As mentioned above, the enforcement of consumer's need or brand structure would be considered to be necessary for the successful brand management and efficient brand strategies based on brand extension. In other words, when the hotel want to extend brand through the hotel brand equity, they should consider the external environmental factors such as consumers' perception on brand equity.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 분석결과
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

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