• Journal of the Korean Society of Food Culture
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• v.22 no.6
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• pp.682-689
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• 2007

The purpose of this study is to recognize the Brand chef(Star chef) in Korean society to globalize the Korean cuisine. There have been so many famous chefs in Europe, USA and Japan such as Auguste Escoffier, Paul Bocus, Pierre Gagnaire, Ferran Adria, Thomas Keller, David Bouley, Alain Ducasee and Nobu Matsuhisa. They have developed their own cuisine and food culture and delivered their food culture to the other countries. We must educate the Korean brand chefs to inform our Korean food and Korean culture to the foreign country. The school, the government and the industry must recognize the power of the Korean brand chefs.

• 기호학연구
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• v.59
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• pp.207-246
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• 2019

Domestic and overseas governments recognize regional food, as a key factor in the selection of tourist attractions and are actively promoting them. Indeed, food culture can be a means of revitalizing regional tourism as well as a key and attractive regional cultural brand communication tool that reveals the region's brand identity. What components should be included in the region to express the regional food culture in terms of region's cultural branding? The purpose of this study is to identify the key components of food culture brand as a part of regions' cultural branding through the structure and content analysis of food culture related contents in the official web sites of Jeonju, Chengdu and Kyoto. In this study, it was confirmed that the three cities categorized the core components of the food culture brand into eight categories as "food ingredients", "food", "events", "food spaces", "cultural facilities", "recipe", "communication" and "regional product". In addition, this study attempted to summarize the core values of the eight regional food culture components while considering the food culture brand as a core element of regional culture branding. This study was able to derive the octagonal key components structure of regional food culture brand. This study confirms that the food ingredient and food are consistent with the oriented values of the "Project" domain, the events and food spaces are consistent with the oriented values of the "Euphory" domain, cultural facilities and recipe are consistent with the oriented value of the "Information" domain, and the communication and regional products were found to be consistent with the oriented values of the "Vision" area.

• Journal of the Korean Society of Food Culture
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• v.31 no.2
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• pp.121-130
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• 2016

This study attempted to understand the fast food brand personality in the domestic dining market to present the repositioning strategies within the competitive market. Positive analysis results were as follows. First, the five brand individualities of 'familiarity', 'passion', 'professionalism', 'reliability', and 'refinement' were derived. Second, the deductions made on perceptions of the population using a Biplot based on the brand personality showed that there were significant differences among the brand personality images of the brands, which were the targets of comparison. Third, there were significant between-group differences in the comparisons of perception among the subgroups according to gender, brand reliability, and brand satisfaction. Fourth, there were significant between-group differences in the consumer fast food brand preferences and ideal point. Such studies can provide information useful for establishing marketing differentiating strategies by grasping the brand personality of competing brands in the market.

• Journal of the Korean Society of Food Culture
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• v.24 no.3
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• pp.245-255
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• 2009

As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.

• Journal of the Korean Society of Food Culture
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• v.29 no.5
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• pp.406-414
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• 2014

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

• Journal of the Korean Society of Food Culture
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• v.23 no.2
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• pp.172-183
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• 2008

The present study assessed how restaurant brand personality affected customer’s awareness/association, emotional-relationship and image, and how these factors influenced brand loyalty. As well, the influence of restaurant brand personality to brand loyalty was assessed. The model was tested in family restaurants in the metropolitan cities of Ulsan and Daegu. Between January 1 and February 28, 2007, questionnaires were distributed to restaurant patrons. A total of 274 questionnaires were statistically analyzed. Empirical results confirmed that restaurant brand personality increased brand awareness/association, brand emotional?relationship and brand image, and that these attributes increased brand loyalty. Restaurant brand personality affected brand loyalty. The research findings indicate that managers of family restaurants should pay attention to the emotional reaction of customers to their establishment. This involves employee actions that make dining a pleasurable experience.

• Journal of the Korean Society of Food Culture
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• v.24 no.3
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• pp.286-294
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• 2009

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

• The Journal of the Convergence on Culture Technology
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• v.6 no.1
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• pp.389-393
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• 2020

There is a growing interest and importance in local-based products, especially agri-food globally, but systematic research on this issues is still insufficient. Recently, consumer interest in agri-foods is local based product and local brand. The research began on the relationship between local food and local food brands. This study examined the effect of local food products and brand image congruence on brand preference and purchase intention of local food. The results showed that the stronger the image congruence between local food products and brands, the more positively the brand preference. In addition, the stronger the brand preference, the higher the customer's intention to repurchase.

• Journal of the Korean Society of Food Culture
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• v.20 no.2
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• pp.261-272
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• 2005

The color and its coordination should intensify the customer's memory and awareness in a brand website, through the consistent communication strategy by which a variety of brand identification in the offline could be expressed efficiently. We evaluated top 5 brand-valuable family restaurants in this study, how they made the best use of the website as a new communication channel, and how they constructed the brand identification by the coloring of a website. We found out that they employed colors with a dynamic and lilting feelings matching the concept of a family restaurant. In addition, A color scheme was well designed for the specific character of a brand, though web-safe colors were seldom employed. This report can be a guide to a corporation for the color and its coordination in the website, when existing brand images need to be intensified and enhanced, or when a new brand image need to be constructed.

• Journal of the Korean Society of Food Culture
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• v.33 no.6
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• pp.543-549
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• 2018

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.