프랜차이즈 베이커리의 브랜드 개성이 브랜드 이미지 및 구매 액에 미치는 영향

The purpose of this study is to investigate which factors affect brand image on brand personality and also whether brand image lead to the personal spending in franchised bakery. 300 valid questionaries are collected for data processing; frequency analysis for descriptive interpretation of general characteristics of samples, factor analysis for deriving major factors of brand personality and brand image, and multiple regression analysis. The findings and implications can be summarized as follows:First, three variables (credibility, simplicity, and sharpness) of brand personality are statistically significant to customer focused brand image. Second, two variables (simplicity and dynamism) of brand personality are statistically significant to product focused brand image. Third, three variables (credibility, simplicity, and dynamism) of brand personality is statistically significant to service focused brand image. Finally, product focused brand image is statistically significant to personal spending in the franchised bakery.