국내 외식업체의 브랜드 개성이 브랜드 이미지에 미친 영향에 관한 연구(서울경인지역 외식전공 재학중인 대학생.대학원생을 중심으로) = A Study to a regression analysis for the relatonship between brand personality and brand images of foodservice industry within a country

다국어 초록 (Multilingual Abstract)

This study was collaborated with collegians and graduate school students majoring in foodservice management and equipped with the basic knowledge of and interest in the foodservice industry as well as with such firms as Lotteria, Mcdonald, BBQ, Pizzahut, KFC, Popeyes, Pizzamall, TGIF, Bennigans, Burgerking and so on with the literature review and corroborative analysis. The following analysis methods were introduced to this study: frequency analysis designed to analyze the characteristics of the subjects with the help of Windows SAS 6.2 (Statistic Analysis System Version 6.2), reliability analysis, t-test, ANOVA, regression analysis, Cronbach`s Alpha to represent internal coherence, factorial analysis to reduce variables both in factor related to brand individuality and brand images and to remove unnecessary variables, t-test and ANOVA using factor values based on factorial analysis to test a difference between groups through sample average according to demographic characteristics, regression analysis to be conducted on the relationship between brand individuality factors and brand images. Brand images were investigated with the following purposes in mind in an effort to work out more systematic marketing plans.