The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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The Effect of Customer-Based Brand Equity on Brand Attitude and Behavioral Intention for Mobile e-coupons: Focusing on Chicken Franchise Brands

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

  • Jin-Pyo PARK (Department of Foodservice Management, Sejong University) ;
  • Jin-Soo HWANG (The College of Hospitality and Tourism Management, Sejong University)
  • Received : 2024.08.12
  • Accepted : 2024.09.14
  • Published : 2024.09.30
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Abstract

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.

Keywords

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