럭셔리 패션 모브랜드 이미지와 브랜드 적합성이 확장된 카페브랜드의 소비자태도 및 행동의도에 미치는 영향

The purpose of this study is to examine how the luxury fashion’s parent brand image and brand fit affect consumers' attitudes and behavioral intentions toward the expanded cafe brand. The study was conducted for 45 days from October 1 to November 14, 2021, and an on-site survey was conducted on cafe customers through officials and acquaintances working at the cafe brand. Of the total 243 questionnaires collected, 211 questionnaires were finally used for analysis, excluding those containing insincere responses or missing values. This study conducted frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis using the SPSS 25.0 program. As a result of the analysis for hypothesis verification, first, among the sub-factors of luxury fashion parent brand image, brand reliability and brand awareness had a positive effect on expanded brand-consumer attitude, and hypothesis 2 was also partially adopted. Second, it was found that brand fitness had a positive effect on expanded brand-consumer attitudes and behavioral intentions, so both hypotheses 3 and 4 were adopted. Finally, hypothesis 5 was adopted as it was found that the expanded brand-consumer attitude had a significant positive effect on behavioral intention. This study has academic significance of an empirical study on the consumer attitude and behavioral intention of the ex- panded brand from the perspective of the F&B industry through the cafe brand expanded by the luxury fashion brand, and aims to provide meaningful practical implications to the person in charge of the expanded cafe brand.