초록 열기/닫기 버튼
As the competitive strength in the food service industry has been increased, the restaurants has tried to continue creating profit by not a cost advantage strategy but a differentiation strategy. And one of the most important factor of the differentiation strategy is the restaurant brand. Therefore in this study, author tried to analyze the effect of the premium restaurant selection attributes on brand prestige. Also author wanted to anaylze the influence of the brand prestige which was the consequence of the brand identification and the willingness to pay a price premium. The result of this study showed that interior, menu quality and service quality had a direct effect on brand prestige. Brand prestige influenced on the willingness to pay a price premium and the brand identification which turned out as a antecedent of the willingness to pay. From the result of the study, author proposed some implications to increase the level of the customers’ perception of the brand prestige, brand idetification and willingness to pay a price premium.
키워드열기/닫기 버튼
Premium restaurant, Brand prestige, Brand identificatopm, Willingto pay a price premium
