프랜차이즈 커피전문점에 대한 브랜드 동일시가 소비자-브랜드 관계와 브랜드 충성도에 미치는 영향에 관한 연구: 브랜드 지식수준의 조절적 효과

This study aimed to explore how brand identification may affect consumer-brand relationship and brand loyalty in the Korean domestic coffeehouse franchise market and whether there is difference between the relationships between those variables for different levels of brand knowledge. The results revealed that coffeehouse chain brand identification perceived by consumers have significant influence on consumer-brand relationship and brand loyalty, and the stronger consumer-brand relationship, the greater brand loyalty is likely to be. Also, it was found that the moderating effect of brand knowledge level on the relationship between brand identification and brand loyalty was significant. Building on the results, the study provided practical implications for coffee shop franchise marketers interested in securing loyal customers and ensuring more efficient sales growth as well as offered valuable information for setting up right directions for marketing strategies and goals.