프랜차이즈 커피전문점의 브랜드 개성이 브랜드 일체감, 신뢰, 충성도에 미치는 영향

This study conducted an empirical analysis on consumers living in Daegu and Gyeongbuk to find out the effect of the brand personality of franchise coffee shops on brand unity, trust, and loyalty. A survey was conducted from April 1 to 30, 2022 among consumers who have visited franchise coffee shops. A total of 300 questionnaires were distributed and 227 were used for analysis. First, as a result of Hypothesis 1, it was found that brand personality had a significant positive (+) effect (standardized path coefficient=.636, t=5.882, p<.001) on the sense of brand unity. It was found that the higher the brand personality that the image was refined, interesting, and attractive, the higher the brand identity. Second, as a result of hypothesis 2, it was found that brand personality had a significant positive (+) effect on trust (standardized path coefficient=.651, t=6.549, p<.001). It was found that the more the brand credibility increased. Third, as a result of Hypothesis 3, it was found that brand personality had a significant positive (+) effect on loyalty (standardized path coefficient=.400, t=3.711, p<.001). It was found that the higher the level, the higher the loyalty. Fourth, as a result of Hypothesis 4, it was found that a sense of brand unity did not have a significant positive (+) effect on loyalty (standardized path coefficient=.105, t=1.400). Fifth, as a result of Hypothesis 5, it was found that brand trust had a significant positive (+) effect on loyalty (standardized path coefficient=.241, t=2.742, p<.01). It was found that the higher the level, the higher the loyalty.