프랜차이즈 확장을 위한 브랜드 확장 전략이 친숙도와 구매의도에 미치는 영향

The purpose of this study is to analyze the effects of brand extension strategies for Franchise Extension on brand familiarity and purchase intention. To achieve this purpose, a survey was carried out to 300 customers who use Korean food restaurants in Seoul from October 1 to October 10, 2013. The results are as follows. First, both personality factor and connectivenss of brand extension strategies had a significant effect on brand familiarity. Second, brand familiarity had a significant effect on purchase intention. Third, brand familiarity play a mediating role in the relationship between brand extension strategies and purchase intention. As for findings stated above, the strategies linked the product menu and store personality as brand extension strategies of Korean food with the consumers' recognition of the existing brands as an advantage of the existing foodservice industries could be connected to the positive brand extension of consumers with brand familiarity, affecting purchase intention. Consequently, the brand extension strategies are main mechanisms to encourage the menu use of customers who visit Korean restaurants.