브랜드의 언어 현지화가 고유 브랜드와의 이미지 유사성 인식과 구매의도에 미치는 영향
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2009.06
- 9페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 한국식생활문화학회
ㆍ수록지정보 : 韓國食生活文化學會誌 / 24권 / 3호
ㆍ저자명 : 전지영, 홍종숙
영어 초록
The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.
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