• 한국식생활문화학회지
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• 제22권6호
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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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• 제59권
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• pp.207-246
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• 2019

국내외 지역 정부들은 지역의 음식을 관광지 선택의 핵심 요인으로 인식하고 적극적인 홍보에 나서고 있다. 실제로 음식문화는 지역의 브랜드 정체성을 드러내는 핵심 적이고 매력적인 지역문화브랜드 커뮤니케이션 수단이자 지역 관광 활성화의 수단이 될 수 있다. 그렇다면 지역은 각 지역의 음식문화를 지역문화브랜딩 차원에서 표출하기 위하여 어떠한 구성요소까지를 포함시키고 있을까? 본 연구는 전주, 청두, 교토 등세 지역의 공식 홈페이지 속에 나타난 음식문화 관련 담화의 구조와 내용분석을 통해 지역문화브랜딩의 일환으로서의 음식문화브랜드의 핵심 구성요소를 도출하고 그 정체성 역시 파악해보고자 하였다. 연구결과, 본 연구는 3개 지역이 공통적으로 음식문화브랜드의 핵심적 구성요소를 "식재료", "음식", "이벤트", "음식 공간", "문화시설", "레시피", "커뮤니케이션", "특산물" 등 8가지로 범주화하여 커뮤니케이션하고 있음을 확인할 수 있었다. 또한, 본 연구는 음식문화브랜드를 지자체 지역문화브랜딩의 핵심 요소로 간주하면서, 8가지의 지역음식문화 핵심 구성요소의 문화적 지향가치 역시 정리해보고자 시도하였다. 연구 결과, 식재료와 음식이라는 음식문화의 핵심 구성요소는 "계획" 영역의 지향가치와 부합하며, 이벤트와 음식 공간은 "쾌락" 영역의 지향가치와 부합하고, 문화시설과 레시피는 "정보" 영역의 지향가치와 부합하며, 커뮤니케이션과 특산물은 "비전" 영역의 지향가치와 부합함을 파악함으로써 지역의 음식문화브랜드 8각형 구조를 도출할 수 있었다.

• 한국식생활문화학회지
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• 제31권2호
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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.

• 한국식생활문화학회지
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• 제24권3호
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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.

• 한국식생활문화학회지
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• 제29권5호
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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.

• 한국식생활문화학회지
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• 제23권2호
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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.

• 한국식생활문화학회지
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• 제24권3호
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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.

• 문화기술의 융합
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• 제6권1호
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• pp.389-393
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• 2020

세계적으로 로컬기반의 상품, 특히 농식품에 대한 관심과 중요성이 커지고 있는데 비해 이에 대한 체계적인 연구는 여전히 부족한 실정이다. 최근에는 농식품에 대해서도 소비자들이 브랜드를 중요하게 생각하는 경향을 보여주고 있어 로컬푸드와 로컬푸드 브랜드의 관계에 대해 연구를 시작하였다. 본 연구에서는 로컬푸드를 대상으로 로컬푸드상품과 로컬푸드 브랜드에 대한 이미지일치성이 브랜드선호와 구매의도에 미치는 영향을 살펴보았다. 연구의 결과 로컬푸드상품과 브랜드에 대한 이미지일치성이 강할수록 브랜드선호에 긍정적인 영향을 미치는 것으로 나타났다. 또한 브랜드 선호가 강할수록 고객의 재구매의도도 높게 나타났다.

• 한국식생활문화학회지
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• 제20권2호
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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.

• 한국식생활문화학회지
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• 제33권6호
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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.