외식 프랜차이즈 브랜드 인지도가 고객행동에 미치는 연구

In this study, brand awareness was clarified in a perspective of consumers and post-purchase behavioral pattern was researched based on behavioral attitude. In case of food franchise industries, success and failure of its brand depends on how much those secures re-purchase and word-of-mouth intention, that is, customer loyalty in order to maximize turnover through utilization of positive marketing activity by promoting brand awareness. In order to further secure competitiveness, turnover maximization could be achieved only when brand awareness in a perspective of customers should be promoted through marketing activity differentiated from other franchise brands, brand intimacy and localized strategy. More specialized marketing activity is required for food franchise brand and if such activity should be grafted with online or SNS marketing, profit maximization could be achieved together with corporate growth. In other words, it could be realized that through brand awareness, purchase would be made by re-visiting food franchise and a customer who visited food franchise is highly likely to transmit positive word-of-mouth intention for such franchise to his(her) surrounding people.