프랜차이즈 브랜드 인플루언서 마케팅 전략 수립을 위한 브랜드 애착 요인의 우선순위 분석: AHP 기반 접근

Purpose: Franchise brands increasingly adopt influencer marketing as a strategic tool to foster emotional connections with consumers and build long-term brand loyalty. Given that consumer attachment to influencers can positively influence brand attitudes and purchase behaviors, it is essential for practitioners to understand the attributes of influencers that effectively foster brand attachment. This study employs the Analytic Hierarchy Process (AHP) to evaluate the relative importance of influencer-related factors contributing to brand attachment, based on the perceptions of franchise marketing professionals. Drawing on prior research, the study classifies the main criteria into three categories: content value, personal attractiveness, and interactivity. Each category comprises sub-factors such as informational usefulness, entertainment value, credibility, expertise, similarity, two-way engagement, responsiveness, and authenticity. The results reveal that content value is the most influential factor, with informational usefulness and entertainment value ranking highest among the sub-factors. These findings provide theoretical and practical insights for developing effective influencer strategies in franchise branding, offering a foundational framework for practitioners seeking to enhance brand attachment through influencer marketing