호텔 모브랜드이미지가 외식사업 확장브랜드이미지와 구매의도에 미치는 영향 : 브랜드확장 유형별 비교연구 = The effect of Hotel's Parents brand image in Extended brand image of Food service

다국어 초록 (Multilingual Abstract)

ABSTRACT


The effect of Hotel's Parents brand image in Extended brand image of Food service
and Extended brand purchasing intention


Jung, Won-Hee
Department of Culinary and Food service Management
The Graduate School of
Sejong University


This thesis' purpose is to help hotels to understand the market accurately and to increase the probability successfully when they establish their extending strategies of Food-service business in the dynamic Food-service market in Korea. There are three brand extension models will be introduced in this paper and I was trying to find out how the hotel's image or reputation will affect their extended Food and beverage outlet in the market and to help out purchasing intension in a positive way.
Six hypotheses were established to achieve a purpose of this search. Quality of hotel brand gives a strong impact to extended Food-service brand. Among the three brand extension models, the corporate brand extension model such as used by Chosun Hotel's <Vecchia e Nuovo> is using same brand name and the restaurant is run by the hotel directly instead of Food-service department. Because of this reason, it was easy to transfer the menu, techniques and human resources personnel to the extended brand restaurant. And as a result, customer recognizes the restaurant's similarity easily as they can't see the big difference between Italian restaurant inside the hotel and the Italian restaurant out of Hotel.
Also hotel brand's quality can be utilized to positively effect consumer's opinion for possibility of extended restaurant business success. Among the three brand extension models, the independent brand extension model such as used by Chosun Hotel's <Day and Day> is not using the same brand name from Chosun Hotel's outlet and this restaurant is run by the separate Independent Corporation company. But customer recognizes the long lasting quality of Chosun hotel and their successful Bakery business inside the hotel which affect to <Day and Day>'s potential success in positively.
Nevertheless the brand extension models, a similarity between hotel brand and extended Food-service brand affect to extension brand's image in positively and same as to a quality of hotel. So if we use this similarity between Hotel brand and extension Food-service brand in a positive way, this will help to utilize the image positively and also effect on consumer purchasing intension strongly. Especially as a result of regression analysis of similarity and extension brand image, extended Bakery brand <Day and Day> is a successful example. This shows the customer's recognition that they can utilize the similar quality and service of hotel brand's bakery in a lower price affect the extended bakery brand positively.
Our customer take that hotel extends the Food-service outlet outside the hotel and run the business in a friendly way and they think that this gives a bright prospect in success. Customers' recognition affect to extension Food-service brand's image positively. This result shows that customer's recognition of skilled techniques, specialized products and service of the hotel brand interact and affect to related extended Food-service brand image positively. As a result, it was able to confirm from the three brand extension models that customer's recognition of hotel brand quality affect to brand image positively and this contribute to consumer purchasing decisions.
When the hotel extend their business to Food-service business out of hotel, the similarity between hotel and extension Food-service brand affect to extended brand image strongly and the image of extension Food-service brand affect consumer purchasing intension positively. Either it can maintain the same product and quality from the hotel or transform into the extension of Food-service brand, this strategy and extension models can be built depends on the targeted market and purpose.
Among the three brand extension models in this paper, the corporate brand extension model regard the experience from the hotel's Food-service outlet in the same light with from the extension Food-service brand. They maintain same quality of product and service and especially they use the same brand name as hotel's outlet. This makes the customer not to recognize the differences between hotel brand and the extension Food-service brand when they utilize the outlet. This help to retain the customer not only in the hotel but also out of hotel and furthermore this affect improving the hotel's image positively.
When the hotel wants to branch out into the different targeted market, Food-service department brand expansion model can be established. Even though it is operated by the Food-service department of hotel, it can make new brand compounding from hotel and brand name or it can attempt the completely new brand. If the customer eventually approves the new brand in a long term, the brand can be separated from hotel's operations and this extension brand can outstretch the business independently. But it must to continue relationship with the parent hotel and operate its business for adapting the positive image from hotel and approaching into the new market easily.
Finally, the independent brand extension model is that it's not placed to the hotel and it manages the independent business company. It doesn't use the hotel brand's name but create the new brand. This extension model's operation doesn't affect to the market related to the hotel business but compete with other similar Food-service business outlet market. But it is important that this model can't be operated independently from the beginning of business. It is only can be utilized after verification from food and beverage outlet of hotel and related business's operation experiences and know-how.

목차 (Table of Contents)

• 목 차
• 제 1 장 서 론 1
• 제 1 절 문제의 제기 1
• 제 2 절 연구목적 4
• 제 3 절 연구방법 및 범위 6
• 제 2 장 이론적 고찰 9
• 제 1 절 호텔기업의 외식사업 다각화 9
• 1. 호텔식음료부서의 변화 9
• 2. 호텔식음료부서의 외식사업으로의 확대 15
• 3. 기업의 사업다각화 22
• 제 2 절 브랜드이미지 26
• 1. 브랜드이미지 정의와 구성 26
• 2. 호텔과 외식기업의 브랜드이미지 28
• 제 3 절 브랜드확장 31
• 1. 브랜드확장의 정의와 특성 31
• 2. 기업의 브랜드전략 34
• 3. 브랜드확장의 유형 38
• 4. 브랜드확장에 대한 소비자의 인식과 구매의도 42
• 제 3 장 연구의 설계 46
• 제 1 절 연구모형과 연구가설 46
• 1. 연구의 모형 46
• 2. 연구가설의 설정 47
• 제 2 절 조사 설계 50
• 1. 표본추출 및 자료수집 50
• 2. 변수의 조작적 정의 52
• 3. 설문지구성 56
• 4. 통계분석방법 58
• 제 4 장 실증분석 결과 59
• 제 1 절 표본의 일반적 특성 59
• 제 2 절 가설검증을 위한 기초분석 63
• 1. 호텔브랜드이미지 측정항목의 요인분석 63
• 2. 호텔브랜드품질 측정항목의 요인분석 64
• 3. 호텔브랜드와 확장외식브랜드간의 관계 측정항목의 요인분석 66
• 4. 확장외식브랜드이미지 측정항목의 요인분석 69
• 5. 수정된 연구모형과 가설 72
• 제 3 절 가설검증 76
• 1. 모브랜드품질과 모브랜드와 확장브랜드간의 관계 76
• 2. 모브랜드와 확장브랜드간 관계와 확장외식브랜드이미지 79
• 3. 모브랜드품질과 확장브랜드이미지 82
• 4. 확장브랜드이미지와 확장브랜드 구매의도 83
• 5. 브랜드확장 유형간의 모형비교 86
• 제 4 절 브랜드확장 유형간의 비교 88
• 1. 호텔브랜드 이미지와 호텔브랜드의 품질 88
• 2. 호텔브랜드와 확장외식브랜드간의 관계 89
• 3. 확장외식브랜드이미지와 확장외식브랜드 구매의도 90
• 제 5 절 분석결과의 시사점 91
• 제 5 장 결론 및 고찰 94
• 제 1 절 연구요약 및 시사점 94
• 제 2 절 연구의 한계점 및 미래의 연구방향 98
• 參 考 文 獻 100
• <부록> 설문지 113
• ABSTRACT 128