Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on Brand Language Localization Affecting Original Brand Image Similarity Recognition and Purchase Intentions

브랜드의 언어 현지화가 고유 브랜드와의 이미지 유사성 인식과 구매의도에 미치는 영향

  • Jhun, Ji-Young (Department of Food service Management, Sejong University) ;
  • Hong, Jong-Sook (Department of Food service Management, Sejong University)
  • 전지영 (세종대학교 조리외식경영학과) ;
  • 홍종숙 (세종대학교 조리외식경영학과)
  • Published : 2009.06.30
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Abstract

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

Keywords

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