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학술대회자료

The Effects of Dessert Cafe Franchise’s Experiential Value on Lovemarks and Brand Loyalty : Focusing on the Control Variables by Structural Equation Model

The purpose of this research is to examine the relationship between Franchise’s experiential value, lovemarks, and brand loyalty. Control variables such as age, occupation, education, monthly income, and kinds of restaurant are included to measure influence on these as well. Thus, this study attempts to verify the relationship between the experience value of the dessert cafe franchise, i.e., playfulness and aesthetics, on the influence of lovemarks and brand loyalty using control variables. 500 questionnaires were distributed from June 10th to July 10th, 2017. 315 respondents were totally included in this analysis using SPSS and AMOS program. In order to test hypothesis, factor analysis and reliability verification firstly were employed, and then covariance structure analysis was used. Empirical results are as followed. First, it can be mentioned that the esthetics of dessert cafe is analyzed to have a positive effect on the perception of love and respectful perception. Second, playfulness has a positive effect on perception of love. Third, respect perception has a positive effect on brand loyalty. In summary, it can be stated that it is necessary for marketers to establish marketing strategies in order to boost customers’ experiential value such as esthetics of franchise and also to strengthen lovemarks for respectful recognition and brand loyalty.

Abstract

1. Introduction

2. Literature Review

3. Hypotheses

4. Results and Conclusion

References

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