프랜차이즈 치킨전문점의 마케팅 믹스활동이 브랜드 자산에 미치는 영향: 충청지역을 중심으로

The purpose of this study is to analyse the impacts of marketing mix activities on brand equity in franchised chicken restaurant, to provide marketing strategies and implications for successful managing of them. Brand equity was deducted as three factors of brand awareness, brand image, and brand loyalty which were influenced by marketing mix strategies. The questionnaires of 400 copies were distributed from May 1 to June 30, 2014 and 331 copies were used for analysis. To achieve the goal of study, reliability, factor, pearson correlation, and multiple regression analysis were implemented with SPSS 18.0 program. As a result of empirical analysis, First, place and promotion of marketing mix positively influenced on brand awareness. Second, promotion and product also significantly affected brand image, but place had negative impacts on brand image. Third, both product and place had meaningful effects on brand loyalty. The limitation of the study is that the result of the analysis could be different according to the samples of questionnaires in terms of demographics and regions.