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.
초록· 키워드
오류제보하기
This study aimed to evaluate the image of Korean food in the global food service market through the application of brand personality.
Although previous studies about globalization of korean food performed analyses for some countries, this research firstly suggests a positioning strategy by analyzing brand characteristics as well as covering eastern and western foods simultaneously. Specifically, this study focuses on how the image of Korean food in world food market, which is in keen competition, is recognized by global consumers and what brand characteristics should be attained to make Korean food successfully globalized by suggesting marketing strategy with positioning map.
As a result of an analysis, the image of Korean food applied by brand personality was deduced to be composed of five factors involving ‘truthfulness’, ‘ruggedness’, ‘interest’, ‘competence’, and ‘sophistication’. As a result of preparing a positioning map based on such evaluation attributes of images, it was found that there were mutually significant differences in the perception of consumers between Korean dishes which were subject to comparison. Also, significant differences were discovered in the preference for Korean food and in ideal points also between segmented groups according to demographic characteristics and the level of satisfaction with Korean food. The outcome of this study is expected to provide investigative information for building up global marketing strategy for globalization of Korean food.
목차
등록된 정보가 없습니다.
참고문헌 (0)
참고문헌 신청이 논문의 저자 정보
최근 본 자료
댓글(0)
0