International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Analysis of the Relationship between Brand Management and International Expansion of Franchise Companies Using Big Data

  • Munyeong Yun (Department of Tourism and Food Industry, Graduate School of Smart Convergence, KwangWoon University) ;
  • Yang-Ja Bae (Department of Tourism and Food Industry, Graduate School of Smart Convergence, KwangWoon University) ;
  • Gi-Hwan Ryu (Department of Tourism and Food Industry, Graduate School of Smart Convergence, KwangWoon University)
  • Received : 2024.08.07
  • Accepted : 2024.08.18
  • Published : 2024.09.30
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Abstract

In today's globalized economy, franchise companies are strategically preparing to expand beyond domestic markets into international markets. When expanding overseas, it is crucial that the brand identity of a franchise company is well established. Through marketing activities, the brand's value must be enhanced to build a positive image of the brand, and all these activities are referred to as brand management. This study aimed to analyze the relationship between brand management and international expansion, utilizing big data analysis techniques with Textom. A total of 31,564 pieces of data were collected for the period from January 1, 2024, to May 1, 2024, and analyzed after undergoing a refinement process. The analysis results showed that brand management is an essential element in the strategic process of international expansion, and subsequent studies should focus on qualitative research

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References

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