한국형 중저가관광호텔 베니키아브랜드의 인지도 평가: 내국인 대상 탐색적 연구 (Assessment of Brand Cognition of the BENIKEA: Exploratory Study of Korean Customer)

서지정보

· 발행기관 : 한국외식경영학회
· 수록지 정보 : 외식경영연구 / 15권 / 1호 / 73 ~ 90페이지
· 저자명 : 조선배

초록

This paper addressed and assessed to brand cognition of BENIKEA(best night in Korea)’s after launched on July 2009. Brand cognition of BENIKEA was tested by top of mind awareness, unaided awareness and aided awareness. 200 online-panels were attended by computer-aided web interview of one of research company in Korea. Results are as follows: 1. Brand cognition of BENIKEA are slightly ascended all three parts of top of mind awareness, unaided awareness and aided awareness than before self-report of BENIKEA. 2. Brand cognition of BENIKEA are slightly ascend all three parts of top of mind awareness, unaided awareness and aided awareness of sex, age, and region than before self-report of BENIKEA. 3. Brand cognition of BENIKEA are slightly ascend all three parts of top of mind awareness, unaided awareness and aided awareness than other hotels brand and before self-report of BENIKEA. Especially, top of mind awareness is almost even in Sheraton Walkerhill and Westin Chosun. 4. Brand cognition of BENIKEA are slightly ascend to degree of tourist hotels in Korea as a first grade or more.

영어초록

This paper addressed and assessed to brand cognition of BENIKEA(best night in Korea)’s after launched on July 2009. Brand cognition of BENIKEA was tested by top of mind awareness, unaided awareness and aided awareness. 200 online-panels were attended by computer-aided web interview of one of research company in Korea. Results are as follows: 1. Brand cognition of BENIKEA are slightly ascended all three parts of top of mind awareness, unaided awareness and aided awareness than before self-report of BENIKEA. 2. Brand cognition of BENIKEA are slightly ascend all three parts of top of mind awareness, unaided awareness and aided awareness of sex, age, and region than before self-report of BENIKEA. 3. Brand cognition of BENIKEA are slightly ascend all three parts of top of mind awareness, unaided awareness and aided awareness than other hotels brand and before self-report of BENIKEA. Especially, top of mind awareness is almost even in Sheraton Walkerhill and Westin Chosun. 4. Brand cognition of BENIKEA are slightly ascend to degree of tourist hotels in Korea as a first grade or more.

참고자료

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