JOURNAL BROWSE
Search
Advanced SearchSearch Tips
Repositioning Strategies Following Fast Food Brand Personality
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
Repositioning Strategies Following Fast Food Brand Personality
Kim, Kyung-Hee;
  PDF(new window)
 Abstract
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.
 Keywords
Brand personality;brand reliability;brand satisfaction;ideal point;
 Language
Korean
 Cited by
 References
1.
Aaker, D. A. 1996. Building Strong Brands. HY: The Free Press

2.
Aaker, J. L. 1997. Dimensions of Brand Personality. J. Market. Res., 24:347-356

3.
An KH. 2014. Principles of Marketing. Hakhyunsa, Seoul, Korea, p 272

4.
Belk, R. W. 1988. Possessions and the Extended Self. J. Consum. Res., 2(September):139-168

5.
Biel, A. L. 1993. Converting Image into Equity and Adverting, D. A. Aaker and A. L. Biel (Eds.) Brand equity and advertising, Hilsdale, NJ: Lawrence Erlbaum Associates

6.
Choi IY, Kang MH, Song YE. 2012. A Study on Recognition of Fast Food Logos and Brand Personality-Focused on Domestic Chicken Store. J. Brand Design Assoc. Korea, 23(10):155-168

7.
Choi KS, Yang TS. 2014. Research on the Effects of Brand Personality by Brand Identification on Brand Trust-Mainly on Fast-Food Restaurants in Jeju lsland. J. Foodserv. Manag., 17(6):119-140

8.
Crawford, M. C. 1985. A new positioning typology. J. Prod. Innov. Manag., 2(December):243-253.

9.
Freling T. H., Forbes L. P. 2005. An examination of brand personality through methodoligical triangulation. J. Brand Manag., 13(2):148-162

10.
Ha IJ..2010. A Cross-national Comparative Study on Competitive Brand Personality Dimension of McDonald's and KFC among Korea, China, and Japan. J. Northeast Asian Econ. Stud., 22(1): 83-110

11.
Keller K. L. 1993. Conceptualizing Measuring and Managing Customer-Based Brand Equity. J. Market., 57(January): 1-22

12.
Kim KB. 2003. Decision Support System for Evaluating Positioning and Repositioning Strategy. Korean Market. Rev., 18(3): 73-92

13.
Kim KH. 2013. The Effect of Take-out Coffee Shop Brand Personality on Customer Satisfaction and Brand Loyalty. J. Korean Soc. Food Cult., 28(5):473-479

14.
Kim YG, Ko HS. 2011. The Effect of Brand Personality on Brand Attitude and Brand Loyalty in Coffee Houses. Northeast Asia Tour. Res., 7(2):163-183

15.
Kim YK. 2007. Dimensions of National Brand Personality. Advertising Research. 75:89-119

16.
Ko BS, Suh KY. 2013. Effect of Brand Personalities, Brand Attitude, and Brand Royalty in Fastfood Restaurants:Focused on Deagu & Gyeongbuk Area Consumers. Int. J. Tour. Hosp. Res., 27(3):309-325

17.
Lee SM. 2009. Effect Cross-national Brand Personality on Perference and Revisiting in Fastfood Restaurant. J. Korea Contents Assoc., 9(9):403-410

18.
Lee JH, Kim SS. 2014. Brand Positioning Strategy and Global Competitiveness: The Case of Hyundai Motor India. Int. Bus. J., 25(1):59-87

19.
Park KS, Bang MG, Park GS. 2004. A Study of Brand-Personality and Brand Loyalty in Food Service Industry. J.Cult. Tour. Res., 6(1):154-174

20.
Plummer, J. T. 1984. How personality marker a difference. J.Advert. Res., 20:27-33

21.
The first half of 2014/ fast food. 2014. Available from: http://www.foodbank.co.kr/, [accessed 2014.8.11]

22.
Hamburgers 1.5 trillion market. 2014. Available from: http://weekly.chosun.com/, [accessed 2014.8.25.]

23.
Eat out consumption Behavior. 2014. Available from: http://www.kfiri.org/, [accessed 2014.12.17]

24.
Food and catering industry size 157 trillion won. 2015. Available from: http://www.foodbank.co.kr/, [accessed 2015.8.17]