Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of Hanghwa(Korean Snack)'s Commercializing Factors onBrand Image, Awareness and Preference

한과류의 상품화 요인이 브랜드 이미지와 인지도 및 선호도에 미치는 영향

  • Choi, Soon-Hee (A Representative of Choi Soon-Hee Traditional Hangwha) ;
  • Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-eui University)
  • Published : 2008.03.30
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Abstract

Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.

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