지각된 프랜차이즈 내적 브랜드자산과 가맹점몰입, 서비스지향성, 그리고 이직의도간의 관계에 관한 연구

This study seeks to understand for franchise retailers how perceived brand equity can be leveraged to enhance affective attachment into franchise organization, and subsequently customer orientation and turnover intention. Previous research suggests that building brand equity can enhance the competitive advantage in B2C contexts. However, limited attention has been paid to the franchise-based or retailer employee-based brand equity even though retailer employees as a brand ambassador have strong effects on the brand relationship management into the customers. Therefore, this research has focused on the nomological relationships among the brand equity based on employees, affective attachment onto the franchise, customer orientation and turnover intention.