@article{ART001978406},
author={Yim Hui-rang and Lee Sangmook and Hak-Seon Kim},
title={Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2015},
volume={39},
number={3},
pages={195-206},
doi={10.170861/JTS.2015.39.1.195}
TY - JOUR
AU - Yim Hui-rang
AU - Lee Sangmook
AU - Hak-Seon Kim
TI - Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea
JO - Journal of Tourism Sciences
PY - 2015
VL - 39
IS - 3
PB - The Tourism Sciences Society Of Korea
SP - 195
EP - 206
SN - 1226-0533
AB - The purpose of this study is to investigate positioning strategy according to global franchise coffee shop brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the coffee shop brands. As a result, the results show that six factors (employee’s service, brand image, physical environment, marketing, coffee quality, and accessibility) were extracted from Exploratory Factor Analysis that contains twenty seven questions related to service quality of coffee shop. Second, Discriminant Analysis revealed that three factors out of six including brand image, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of five brands were identified.
KW - Global franchise;Coffee shop;Brand positioning;Service quality;Discriminant analysis
DO - 10.170861/JTS.2015.39.1.195
ER -
Yim Hui-rang, Lee Sangmook and Hak-Seon Kim. (2015). Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea. Journal of Tourism Sciences, 39(3), 195-206.
Yim Hui-rang, Lee Sangmook and Hak-Seon Kim. 2015, "Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea", Journal of Tourism Sciences, vol.39, no.3 pp.195-206. Available from: doi:10.170861/JTS.2015.39.1.195
Yim Hui-rang, Lee Sangmook, Hak-Seon Kim "Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea" Journal of Tourism Sciences 39.3 pp.195-206 (2015) : 195.
Yim Hui-rang, Lee Sangmook, Hak-Seon Kim. Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea. 2015; 39(3), 195-206. Available from: doi:10.170861/JTS.2015.39.1.195
Yim Hui-rang, Lee Sangmook and Hak-Seon Kim. "Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea" Journal of Tourism Sciences 39, no.3 (2015) : 195-206.doi: 10.170861/JTS.2015.39.1.195
Yim Hui-rang; Lee Sangmook; Hak-Seon Kim. Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea. Journal of Tourism Sciences, 39(3), 195-206. doi: 10.170861/JTS.2015.39.1.195
Yim Hui-rang; Lee Sangmook; Hak-Seon Kim. Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea. Journal of Tourism Sciences. 2015; 39(3) 195-206. doi: 10.170861/JTS.2015.39.1.195
Yim Hui-rang, Lee Sangmook, Hak-Seon Kim. Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea. 2015; 39(3), 195-206. Available from: doi:10.170861/JTS.2015.39.1.195
Yim Hui-rang, Lee Sangmook and Hak-Seon Kim. "Positioning Strategy of Global Franchise Coffee Shop's Brands in Busan, Korea" Journal of Tourism Sciences 39, no.3 (2015) : 195-206.doi: 10.170861/JTS.2015.39.1.195
