외식산업의 브랜드자산과 고객가치가 브랜드 충성도에 미치는 영향

The purpose of this study is to investigate the relationships between brand equity and customer value perceived by the customers of western family restaurants in Seoul City. Brand awareness, perceived quality, brand image,and brand loyalty of brand equity were tested in the relationship with both economic value and convenience value of customer value. The findings and implications can be summarized as follows: First, there were significant relationships between brand equity and customer value except for the brand awareness of brand equity. Second, both perceived quality and brand image caused a positive impact on both economic value and convenience value. Third, convenience value also caused a positive impact on brand loyalty, but the economic value did not show any significant relationship with brand loyalty. Conclusively, both perceived quality and brand image caused positive impacts on customer value, at the same time on brand loyalty.