테이크아웃 차(茶) 전문점의 브랜드 개성, 브랜드 인지 차이분석

초록

The purposes of this study is to investigate a difference of brand personality and brand awareness focused on Gongcha, which is one of famous tea cafes between Korean and Taiwanese groups. An online survey was conducted to achieve the aim of the sturdy, a total of 300 usable responses were obtained in Korea(n=150) and Taiwan(n=150) for the main survey. As a result, in terms of brand awareness, although both Korean and Taiwanese groups highly recognized Gongcha, Korean group showed more favorable and believable attitudes, compared with Taiwanese groups. While the Taiwanese believed that brand personality of Gongcha are fashionable, leading, and attractive brand personality, but the Korean perceived Gongcha as a unique and professional brand. The theoretical and practical implications are discussed for further research based on the results of this study.

키워드