프랜차이즈 베이커리카페의 브랜드 경험이 브랜드 신뢰 및 브랜드 충성도에 미치는 영향

The main purpose of current study is to identify the influence of brand experience of franchise bakery cafe on brand trust and brand loyalty. To conduct this study, total 300 online survey were distributed and total 251 participants were used for further statistical analysis. Based on the results of hypothesis verification on the research model, it found that brand experiences were measured using four factors (sensory experience, emotional experience, active experience, and intellectual experience), and all factors of brand experience have significantly impact on brand trust. In addition, this study verified that two factors (sensory and intellectual) out of four have influenced on brand loyalty. Last, present study was also verified the relationship between brand trust and brand loyalty. Based on these results, this study will contribute to provide meaningful marketing strategies for franchise bakery cafe companies through improving their experience elements. Furthermore, this study will help to serve attractive business model to increase profit for the bakery cafe by considering all of relationships among the variables in this study.