베트남 시장에서 프랜차이즈 브랜드 구성요소가 브랜드 이미지와 브랜드 충성도에 미치는 영향:국가 이미지 유형에 따른 조절효과를 중심으로

Franchising is one of the most effective ways in promoting business establishment, creating jobs and facilitating global expansion of service industry as well. The brand is even more important for service firms than for those that sell tangible products, due to the intangible characteristics of services. This paper examines the effects of brand constructs on brand image and brand loyalty through a survey of 6 franchise service brands in Vietnamese market. In addition, it analyzes the moderating roles of country image in this whole relationship path. Findings indicate that basic system of brand constructs significantly affects the credibility and the sophistication of brand image, but application system of brand constructs has a positive influence on only the sophistication of brand image. Additional analysis reveals that brand image positively affects brand loyalty. By cluster analysis on brand origin country image, respondents have been classified into two groups: macro and micro image group and we found differences between the two groups through path analysis of our structural equation model. Thus, the existence of moderating effects of country image is supported. This study suggests that enhancing brand image needs to take proper use of both basic and application systems of brand constructs and adequate country images fit for franchise as well.