프랜차이즈 베이커리의 브랜드 이미지와 브랜드 개성 비교분석

This study has conducted and compared between the brand image and the brand personality of domestically run franchise bakery through correspondence analysis. Using self-administrated questionnaires which asked questions on recognizable franchise bakery brands, this study performed analysis from 233 surveys through Mobile messenger. Data was analysed through comparative statistical analysis, frequency, exploratory factor analysis, reliability analysis, t-test, chi-square, and correspondence analysis. Overall, 5 factors of the brand image are reliability, quality, familiarity, difference, service and 4 factors of the brand personality are trendiness, sophistication, likeableness, ruggedness. As the result of difference and Correspondence analysis, Paris Baguette offers the trustful service based on quality, and also has the good impression through honesty and trust. On the other hand, Tous les Jours has the intimacy with the unique distinction, and recognizes the modernized sophistication and characteristic. The result shows that each franchise bakeries have their own pattern which can be explained by the all brand image factors and 3 factors of the brand personality expect, ruggedness. Limitations and Future studies should be performed as discussed.