본문 바로가기
  • Home

Analyzing Franchising Company's Brand Positioning Strategies Based on Restaurant Selection Attributes: A Case Study of NBG Nolboo

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2012, 36(3), pp.171-188
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Cho, Si-Young 1 Jun, Jae Kyoon 2 HYUN SUNGHYUP 3

1부경대학교 경영학과
2부경대학교
3부산대학교

Accredited

ABSTRACT

This study adapted multidimensional scaling analysis to explore how patrons position brands based on restaurant selection attributes. A positioning strategy that establishes competitive advantage is critical for the financial success of a restaurant brand. This study has produced perceptual maps showing the locations of restaurant brands. Data were collected from a sample of 213 restaurant patrons in South Korea. A self-completion questionnaire was used to measure brand similarity, selection attributes and brand preference. The results of multidimensional scaling analysis reveal that Nolboo Budae- Jjigae and Bossam were observed as being highly competitive with each other as can be seen by their close proximity in the perceptual map. The order of the brand ratings on selection attributes were Hangari-Galbi, Jinheuk-Gui, Bossam and Budae-Jjigae. Based on the results of the PREDMAP technique, the ideal point was located close to Budae-Jjigae, indicating that patrons considered Budae-Jjigae to be the more preferable brand. The study provides a useful picture of competitiveness among four brands and offers insight for practitioners.

Citation status

* References for papers published after 2022 are currently being built.