A Study on the Strategy of Storytelling Marketing in Food Service Franchise Business

Jung,, Y. , Yoo,, M. , Kang,, M. , & Youn,, M. (2011). A Study on the Strategy of Storytelling Marketing in Food Service Franchise Business. The Korean Journal of Franchise Management, 2(2), 111-133, https://doi.org/https://doi.org/10.21871/kjfm.2011.2.2.111

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Abstract

Marketing trend made change quickly to meet consumers' characteristics in the era of rapid change. This study examined characteristics of storytelling by using literature and material that was thought to be important, and inspected not only effects of storytelling upon brand images of enterprises but also success factors of storytelling marketing. And, the study investigated actual use of the factors by case study at home and abroad to give directions of storytelling marketing of successful catering franchise.

keywords: 스토리텔링, 외식업, 프랜차이즈

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Article Contents

Vol.2 No.2

A Study on the Strategy of Storytelling Marketing in Food Service Franchise Business

Abstract

The Korean Journal of Franchise Management