Earticle

초록

영어

The number of cafe is more than 88,000 nowadays in S. Korea. It makes managers operating the cafe fiercely compete to survive. To survive the market, a director of a cafe has to approach the way of managing the cafe in the brand viewpoint. The branding of a cafe is the presentation of it to the public in a way that makes it easy for consumers to recognize or identify. It can be useful to attract consumers to a shop and create consumer loyalty. Therefore, this study analyzed the relation among cafe’s brand benefits, perceived brand values and relationship continuance intention, and suggested the strategies for brand building of cafe and promoting intention of consumer to visit continuously. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, and 217 valid samples were used for this study. SPSS 18.0 for Windows was used for the empirical analysis. The results from the analysis are as follows; First, perceived utilitarian brand value affects more on relationship continuance intention than perceived hedonic brand value in a positive direction. Second, cafe’s brand benefits affect significantly on perceived utilitarian brand value and perceived hedonic brand value in a positive direction. Third, cafe’s brand benefits affect on relationship continuance intention. This study suggests strategies stemming from the empirical findings for the effective branding cafe and further research subjects. The limitations of this study are discussed as well.

목차

ABSTRACT
I. 서론
II. 이론적 배경
1. 브랜드 편익
2. 지각된 브랜드 가치
3. 관계지속의도
Ⅲ. 연구설계
1. 연구모형과 가설설정
2. 연구변수의 조작적 정의 및 설문지 구성
3. 자료수집 및 분석방법
Ⅳ. 실증분석
1. 표본의 특성
2. 신뢰성 및 타당성 검정
3. 연구가설 검정
Ⅴ. 결론
참고문헌

키워드

저자

• 정유준 [ Yujun Jeong | 경주대학교 항공·관광경영학부 관광사업경영전공 조교수 ]
• 채은경 [ Eunkyong Chae | 경주대학교 항공·관광경영학부 관광사업경영전공 조교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338