지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2014.12
- 수록면
- 3 - 13 (11page)
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초록· 키워드
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The purpose of this study was chose global coffee brand Starbucks, found the brand personality perceived by consumers according to the cultural difference between Korea and China and attempted to identify differences in the influential relationship between the brand personality and the sources. A survey was conducted with a total of 400 residents of Seoul and Shanghai in their 20s and 30s, who had visited Starbucks more than once a month, and the data collected were analyzed using SPSS 21.0. Through this, the following results were found:
First, the brand personality of Starbucks consisted of ‘sincerity’, ‘excitement’, ‘competence’ and ‘sophistication.’ Second, in both Korean and Chinese people, ‘competence’ was the highest, followed by ‘excitement’ for Korean people while ‘sophistication’ for Chinese people. Third, for Korean people, it was observed that ‘sincerity’ was affected by employee and place of origin; ‘excitement’ by employee, menu, word of mouth, physical environment and advertisement; ‘competence’ by physical environment, word of mouth and place of origin; and ‘sophistication’ by place of origin and menu. For Chinese people, it was observed that ‘excitement’ was affected by brand name and service experience; ‘competence’ by service experience, physical environment and main customers; and ‘sophistication’ by brand name, physical environment, service experience and brand logo.
These results have great suggestions for global companies, and brand managers should first understand what the sources consisting of the brand personality of the company are.
First, the brand personality of Starbucks consisted of ‘sincerity’, ‘excitement’, ‘competence’ and ‘sophistication.’ Second, in both Korean and Chinese people, ‘competence’ was the highest, followed by ‘excitement’ for Korean people while ‘sophistication’ for Chinese people. Third, for Korean people, it was observed that ‘sincerity’ was affected by employee and place of origin; ‘excitement’ by employee, menu, word of mouth, physical environment and advertisement; ‘competence’ by physical environment, word of mouth and place of origin; and ‘sophistication’ by place of origin and menu. For Chinese people, it was observed that ‘excitement’ was affected by brand name and service experience; ‘competence’ by service experience, physical environment and main customers; and ‘sophistication’ by brand name, physical environment, service experience and brand logo.
These results have great suggestions for global companies, and brand managers should first understand what the sources consisting of the brand personality of the company are.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
IV. 분석결과
V. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2016-325-001751701