소비자 기반 브랜드 자산이 모바일 e-쿠폰에 관한 브랜드 태도와 행동 의도에 미치는 영향: 치킨프랜차이즈 브랜드를 중심으로

• 영문명: The Effect of Customer-Based Brand Equity on Brand Attitude and Behavioral Intention for Mobile e-coupons: Focusing on Chicken Franchise Brands
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 박진표(Jin-Pyo PARK) 황진수(Jin-Soo HWANG)
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제3호, 27~43쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose: The purpose of this study is to investigate the effect of customer-based brand equity on brand attitudes and behavioral intentions in the mobile e-coupon service market for foodservice franchises. Research design, data, and methodology: The sample comprised customers who had used a chicken mobile exchange voucher from a foodservice franchise brand, among KakaoTalk gift mobile exchange vouchers, within the last three months. The survey was conducted by distributing an online self-administered questionnaire, in which participants responded directly. The hypotheses were assessed through confirmatory factor analysis and structural equation modeling using the AMOS 22.0 statistical software. Result: The results of the hypotheses are as follows. First, among the sub-dimensions of foodservice franchise customer-based equity, brand awareness, brand image, perceived quality, and brand loyalty were found to have a positive effect on brand attitudes toward foodservice franchise mobile e-coupon services. Second, brand attitude toward the foodservice franchise brand mobile e-coupon service was found to have a positive effect on the intention to use and word-of-mouth. Conclusions: The results suggest that foodservice franchise brands with strong customer-based brand equity also have a competitive advantage in the mobile e-coupon service market.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Data Analysis

5. Conclusions and Implications

References

키워드

치킨프랜차이즈 브랜드 모바일 e-쿠폰 시장 소비자 기반 브랜드 자산 브랜드 태도 행동 의도 Chicken Franchise Brands Mobile e-coupon Market Customer-Based Brand Equity Brand Attitude Behavioral Intention