A Study on Concept Revitalization of Brand Bakery: Focused on PARIS BAGUETTE (베이커리 브랜드의 컨셉 재활성화에 관한 연구 - 파리바게뜨 사례를 중심으로 -)

Chong,Yu-kyeong (정유경); 민은아

A Study on Concept Revitalization of Brand Bakery: Focused on PARIS BAGUETTE

Journal of Tourism Sciences
Abbr : JTS
2011, 35(8), pp.261-281
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Chong,Yu-kyeong ¹, 민은아 ¹

¹세종대학교

Accredited

ABSTRACT

Brand revitalization is being widely employed the food service industry, like the example of McCafe. This study aims to compare the customers' psychological attachment and discriminative image on two-types of Paris Baguette, one of the most popular bakery brands in Korea; traditional bakery and brand revitalized cafe type bakery. Data were collected from 415 customers who experienced both types of bakery on January 2011. The results of the study indicated that the respondents were likely to have higher psychological attachment to the traditional type of Paris Baguette bakery than the new cafe type of Paris Baguette. However, in terms of the discriminant image, the respondents rated higher on the cafe type bakery than they did on the traditional type of bakery. This study suggested the need of identifying strengths and weaknesses of each type of bakeries, It also proposed the need of compensating the weaknesses through portfolio analysis. Furthermore, the necessity of differentiated marketing strategy based on the characteristics of each type of bakery customers were also suggested.

KEYWORDS

Concept revitalization, Psychological attachment, Discriminative image, Consumer-brand relationship

Citation status

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