프랜차이즈 레스토랑의 브랜드 명성이 브랜드 태도 및 고객충성도에 미치는 영향

This study was effect of brand reputation on brand attitude and customer loyalty, and the effect of brand attitude on customer loyalty. The survey was conducted from March 1, 2018 to March 15, 2018. We selected 6 franchise restaurants in Gyeongju city and used 276 valid questionnaires as analysis data. The results of this study are as follows. First, franchise restaurant brand reputation had a significant influence on brand attitude. In addition, the decision coefficients for measuring the fit of the model were 29.5% and 37.1%, respectively. The hypotheses H.1-1 and H1-2 were supported. Second, the analysis of brand reputation and customer loyalty of franchise restaurants had a significant influence. In addition, the coefficient of determination of fitness of the model was 6.8%, 4.1%, and 36.2%, respectively. Hypotheses H.2-1, H.2-2, and H.2-3 were supported. Third, the analysis results of brand attitude, customer loyalty are as follows. Emotional response, and cognitive response were found to have significant influence on revisit, and emotional response to word of mouth effect was significant. Also, emotional reaction and cognitive reaction were found to have significant relationship with brand image.