와인의 스토리텔링이 브랜드인지와 구매행동에 미치는 영향

Abstract

The purpose of this study is to suggest a direction of usage to story-telling both of hospitality marketing and of sensual products such as alcoholic beverages, wine. Meanwhile these have proved useful but not been conducted as much. due to on-going mature stages of wine industry in Korea. We expected surveys to 233 peoples over twenty years old, being sufficient experiences to wine tasting and purchasing of it. The result of the study, consumers tend to react high in with brand awareness of wines with different, original, historic and interesting stories, but the geographic attribute had no effect on brand awareness. the selected hypothesis H2 shows that brand awareness though story-telling does in fact lead to purchase behaviors and thus, wines with different, original, historic and interesting stories should be utilized in marketing strategies in order to be successful in the Korean market.