프랜차이즈 확장브랜드의 교차구매 의도에 대한 브랜드 친숙도와 관계품질의 영향과 관계기간의 조절효과

Brand extension strategy has been used widely in many industries as a source of growth strategy. In Korea franchise companies have often used brand extension strategie. Brand extension strategy reduces costs as well as risks of entering new market. T Ⅰ. Introduction he purpose of this study is to examine whether and how brand familiarity and relationship quality influence cross-buying intentions of extended brand and moderating effect of relationship length in franchise industry. Based on relevant theories and previous studies, research model and hypotheses are proposed and tested. Ⅱ. Research Background and Research Hypotheses Brand extension strategy entails leveraging the equity vested in a parent brand into a different product market with the aim of enhancing the new product’s acceptance among consumers. Although buying an extended brand is cross-buying from the consumer’s perspective, there are very few studies which investigate consumers cross –buying intentions of extended brands especially in franchise industry. This study exmaines the effects of relationship quality and brand familiarity on cross-buying intentions extended franchise brand and moderating role of relationship length. Ⅲ. Research Model The conceptual model and research hypotheses are developed on the basis of literature review. Research model is shown in <Figure 1> We test our model in the foodservice franchise context. Multi-item scales were developed to measure model constructs based on previous studies. Data were collected from university students who have used foodservice franchises. A total of 400 subjects were recruited, of whom 49 were eliminated due to missing data. Smart PLS 2.0. was used to test the research model and hypotheses. The results of the analysis are depicted in Table 4. Ⅳ. Results and Conclusions All suggested hypotheses are supported. Brand familiarity and relationship quality have significant effects on cross-buying intention. The results of the analysis are depicted in Table 5 and Table 6. Also, relationship length has a moderating effect between cross-buying intention and brand familiarity/relationship quality. Recently franchise industry are trying to retain current customers and attract new one by extending brand products. This study aims to increase the understandings of whether and how brand familiarity and relationship quality influence cross-buying intentions of extended franchise brand and moderating effect of relationship length. Some implications of this dissertation are as follow. The tested model contributes to extant literature by applying cross-buying to brand extension in the franchise industry. First, this study provides practical guideline for the franchise industry attempting to intensify brand extension activities. Second, franchise industry need to develop sophisticated plans which can consolidate the emotional ties with customers through positive service experience. The results highlight the importance of brand familiarity and relationship quality in cross-buying of extended brand in the franchise industry.