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서원석(Won Seok Seo),이주영(Choo Yung Lee) 한국호텔관광학회 2002 호텔관광연구 Vol.4 No.1
Our study seeks to provide empirical evidence regarding the extent to which fast-food restaurant brands have established clear and distinct brand personalities in the minds of consumers. We applied Aaker`s brand personality approach to identify key points of differentiation between fast-food restaurant brands. To test for differences among brands on each of the five personality dimensions (competence, sincerity, excitement, shophistication, and ruggedness), we used ANOVA. The major result of this study is that McDonald`s is perceived as being more exciting brands than other brands and Buger King is seen as being more sophisticated than other brands.