외식 프랜차이즈기업의 브랜드진정성이 소비자 공감과 브랜드지지행동에 미치는 영향: 브랜드애착의 조절효과

This study aims to examine customer empathy mediated and brand attachment moderated the effect of brand authenticity on brand supportive behavior in food service franchise industry. The survey method was used for this paper, and data from a total of 237 food service franchise customers were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, brand authenticity have positive effect on brand supportive behavior. Second, brand traditionality and consistency do not have a direct effect on brand supportive behavior but customer empathy mediates the effect of brand traditionality and consistency. Third, the moderating effect of brand attachment in the relationship between brand authenticity(traditionality and consistency) and brand supportive behavior is significant in both the cases of traditionality and consistency. But, there was no moderating effect of brand attachment on the influence of Originality thought on brand supportive behavior.