프랜차이즈 브랜드 이미지 구성요소 현지화 적용이 브랜드 유사성 인식과 구매 의도에 미치는 영향에 관한 연구: 스타벅스 중심으로

The purpose of this study is to find whether franchise brand image organization factor localization through the modification of color, typography, language, symbol of brand identity affects brand recognition and purchase intention of consumers. Many global companies have tried to modify their own brand identity according to the local situations in order to attract more consumers. As a result of this study, if consumer recognize more similarly both original brand and localization brand, they will tend to have more purchase intention than those who don’t recognize them .similarly. In addition, when original brand identity was changed in color or local language, consumers conceived more similarly with original brand and localization. However, when original brand identity was changed in typography or symbol, consumers didn’t conceive them similarly. The results implies that if the company tries to make its own brand identity localization, the company should consider only to change the color or the language in order to prevent losing consumers.