외식 프랜차이즈 기업의 브랜드 자산 구성요소의 영향관계 연구

Impact study on the relationship between brand equity component of franchising business

The purpose of this study was to investigate the focus on brand equity on component in food service franchise business. Data were collected from the questionnaire completed by 300 domestic citizen through June 1, 2015 to July 31, 2015 for two month. For the analysis of data, descriptive statistics and multipartite statistics were utilized by using SPSS 18.0 for Windows. At the very first, construct validity was verified by exploratory factor analysis and reliability analysis was made to verify the reliability of the measurement scales through Cronbach's alpha coefficients. Next frequency analysis was used for examining the distribution of demographic variables. Test of the hypotheses was assessed that performed for the difference of domestic franchiser and global franchiser with brand equity. The main results are as follows; significance for the difference between domestic and global food service franchiser for brand equity especially, brand attitude to re-purchasing and also re-purchasing to public relations.