|
KMID : 0665420140290060593
|
|
Korean Journal of Food Culture
2014 Volume.29 No. 6 p.593 ~ p.598
|
|
|
The Impact of Brand Diversification on Firm Performance: A Study Restaurant Firms
|
|
Min Ha-Na
Kim In-Jung
Choi Kyu-Wan
|
|
|
Abstract
|
|
|
Brands play a critical role as a core asset and the primary driver for corporate growth because of their power of identity
and influence on customers’ perceptions in restaurant industry. However, in spite of diverse and dynamically changing
recent brand portfolio strategies of restaurants, a study on the effect of brand diversification on financial performance has
been rarely conducted in the restaurant industry context. Considering competing viewpoints regarding diversification’s
influence on financial performance, the purpose of this study is, therefore, to examine the effect of brand diversification on
firm performance of restaurants. The results indicated that brand diversification is positive effect to profitability. Brand
diversification seems to be attractive and might be a reasonable growth strategy to expand market power by satisfying
diverse consumer needs. Therefore, restaurant managers should be consider in implementing brand diversification strategy especially in dynamically changing trend of brand diversification in the current restaurant industry.
|
|
|
KEYWORD
|
|
|
Brand diversification, firm performance, restaurant industry
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|