기업가정신에 기반 한 외식업체의 브랜드 다각화와 지속성장에 관한 연구A Study of Sustainable Growth Brand Diversification through Entrepreneurship of Food Service Franchise
- Other Titles
- A Study of Sustainable Growth Brand Diversification through Entrepreneurship of Food Service Franchise
- Authors
- 김맹선; 이문주
- Issue Date
- Oct-2018
- Publisher
- (사)한국관광레저학회
- Keywords
- Entrepreneurship; Brand diversification; Food Service Franchise Firms; 기업가정신; 브랜드 다각화; 외식업체
- Citation
- 관광레저연구, v.30, no.10, pp 397 - 407
- Pages
- 11
- Journal Title
- 관광레저연구
- Volume
- 30
- Number
- 10
- Start Page
- 397
- End Page
- 407
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/1978
- DOI
- 10.31336/JTLR.2018.10.30.10.397
- ISSN
- 1229-0424
2713-6582
- Abstract
- The purpose of this paper is to assess brand identity Although diversification strategies in the food service franchise are actively implemented with strategic importance, research on the effects of diversification on firm value has been rare.
Furthermore, to investigate the effects of diversification more comprehensively, this study examines whether or not brand diversification moderates the relationship between Business diversification and the value of food service franchise firms. The study finds an insignificant effect of Business diversification on firm performance, a negative effect of brand diversification on performance and a Positive effect of brand diversification on th Business diversification firm performance relationship.
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