패밀리 레스토랑 브랜드 동일시, 브랜드 애착, 재방문의도 간의 구조적 관계 검증

An Examination of the Structural Relationships between Brand Identification, Brand Attachment and Revisit Intention: A Focus on a Moderating Effect of Advertising Model's Suitability

The purpose of this study is to examine the structural relationships between brand identification, brand attachment and revisit intention to family restaurants by using Sequential Chi-square Difference Tests(SCDTs), and the moderating effect of advertising model’s suitability between brand identification and brand attachment through hierarchical regression analysis. Results of this study are as follows: first, it is found that a structural model including a path from ideal identification to revisit intention was chosen as the best model rather than the research model proposed by this study; second, social identification and ideal identification have positive effects on brand attachment; Third, it was revealed that there is a positive influence of brand attachment on revisit intention; and fourth, advertising model’s suitability shows the moderating effect between brand identification and brand attachment by showing antagonistic moderating effect. The theoretical and practical implications, and the limitations are discussed in the last section.