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논문 기본 정보

자료유형
학술저널
저자정보
이정원 (신한대학교) 홍수희 (신한대학교)
저널정보
한국외식산업학회 한국외식산업학회지 한국외식산업학회지 제12권 제4호(통권 제33호)
발행연도
2016.12
수록면
191 - 202 (12page)

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초록· 키워드

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This study aims to investigate the impact of coffee shop marketing communication on brand equity. A survey was conducted with 237 customers who had visited a coffee shop over the last month. In the results of the analysis, first, four factors, including advertising, sales promotion, word-of-mouth and PR were drawn from the coffee shop marketing communication, and two factors, including brand image and brand awareness from the coffee shop brand equity. Second, it turned out that, of the coffee shop marketing communication, sales promotion, word-of-mouth and PR had significant impacts on brand image. Third, it turned out that, of coffee shop marketing communication, advertising, sales promotion, word-of-mouth and PR had significant impacts on the brand awareness. Fourth, in the result of an examination of the impact of the coffee shop marketing communication on the brand image, there was a difference between high-priced brands and low-priced brands. It turned out that in the high-priced brands, sales promotion and word-of-mouth had significant impacts on the brand image while in the low-priced brands, sales promotion, word-of-mouth and PR had significant impacts on brand image. Fifth, in the result of an examination of the impact of the coffee shop marketing communication on brand awareness, there was a difference between high-priced brands and low-priced brands. In high-priced brands, advertising, sales promotion and word-of-mouth had significant impacts on brand awareness, and on the other hand, in low-priced brands, sales promotion and word-of-mouth had significant impacts on brand awareness. The results of this study would provide coffee shop executives with an efficient strategic framework of marketing communication to manage their brands.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법
Ⅳ. 결과분석
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2017-324-002001389