외식프랜차이즈 커피전문점의 브랜드체험요인이 브랜드태도와 행동의도에 미치는 영향

The Influences of the Brand Experiences on Brand Attitude and Behavioral Intention in Franchise Coffee Shop: A Focus on the Moderating Role of Brand Familiarity

This study is the influences of the brand experiences on brand attitude and behavioral intention in franchise coffee shop. To verify the hypotheses, I collected 224 data from customer of 5 famous franchise coffee shop in seoul and statistical analysis was derived by means of SPSS/PC version 18.0 statistics package. The major findings of this study were the followings: First, Playful, Symbolic, Social experience have meaningful effect on brand attitude in the franchise coffee shop. Second, Brand attitude has effect on positive effect on behavioral intention. Third, It was found that Brand familiarity did play moderating role in the relationships between brand experiences and brand attitude. Based on these findings, the implications and limitations of this study were presented.