향토음식의 스토리텔링이 브랜드태도에 미치는 영향 - 속성, 지식, 구매지역을 중심으로 -

This research targeted consumers and intended to verify their attitudes toward brands on storytelling of local food. Results of research could be abstracted as follows. Firstly, it was verified that storytelling changed the attitudes toward brands with regard to local food. Secondly, it was verified that the attitudes toward brands perceived by consumers in accordance with structure properties of storytelling differed by the degree of knowledge. Thirdly, it was verified that the attitudes toward brands varied by a region from which local food was purchased in case of local food with storytelling. Fourthly, consumer’s attitudes toward brands in case of discordant regions were investigated for the group with a low degree of knowledge. And this also instructed how to effectively develop storytelling to form more positive attitudes of consumers toward brands.