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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
김맹선이문주
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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문과대학 > 문화관광외식학부 > 1. Journal Articles

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