외식 프랜차이즈 브랜드의 글로벌성, 지각된 품질, 브랜드 태도와의 영향관계연구

The purpose of this research is to see if consumer's recognition of the brand globalness of a food service franchise affects positively on their perceived quality and brand attitude for the franchise, and then to see if the perceived quality of the franchise affects positively on the brand attitude by carrying out an empirical study. Based on the study result, the goal is to show which direction the globalized franchise brands of the Korean food service industry should follow and to present fundamental data for the marketing strategy of companies by understanding consumer's inclination towards globality. Results of the empirical study shows: First, as the recognition of the brand globalness of a food service franchise is higher, it has more positive effect on the perceived quality(service quality, value quality) of the franchise. Second, as the recognition of the brand globalness of a food service franchise is higher, it has more positive effect on the brand attitude towards the franchise brand. Third, as the recognition of the perceived quality(service quality, value quality) of the franchise is higher, it has more positive effect on the brand attitude of the franchise. These results agree well with the fact that food service franchise companies that were successful in Korea are making a success in markets overseas and has made a foundation of the more systematic and large scale food service industry. Hence, it is shown that franchise brands that failed in overseas expansion also failed in brand positioning for consumers and consumer's positive attitude towards a brand is very important for a food service franchise to develop to a global brand.