The Effects of Dessert Cafe Franchise’s Experiential Value on Lovemarks and Brand Loyalty : Focusing on the Control Variables by Structural Equation Model

• 발행기관: 한국유통과학회
• 저자명: Ki Soo Kim Sung Hun Kim Sung Ho Cho
• 간행물 정보: 『한국유통과학회 학술대회 논문집』2017년 동계 국제학술대회, 321~323쪽, 전체 3쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.12.27

영문 초록

The purpose of this research is to examine the relationship between Franchise’s experiential value, lovemarks, and brand loyalty. Control variables such as age, occupation, education, monthly income, and kinds of restaurant are included to measure influence on these as well. Thus, this study attempts to verify the relationship between the experience value of the dessert cafe franchise, i.e., playfulness and aesthetics, on the influence of lovemarks and brand loyalty using control variables. 500 questionnaires were distributed from June 10th to July 10th, 2017. 315 respondents were totally included in this analysis using SPSS and AMOS program. In order to test hypothesis, factor analysis and reliability verification firstly were employed, and then covariance structure analysis was used. Empirical results are as followed. First, it can be mentioned that the esthetics of dessert cafe is analyzed to have a positive effect on the perception of love and respectful perception. Second, playfulness has a positive effect on perception of love. Third, respect perception has a positive effect on brand loyalty. In summary, it can be stated that it is necessary for marketers to establish marketing strategies in order to boost customers’ experiential value such as esthetics of franchise and also to strengthen lovemarks for respectful recognition and brand loyalty.

목차

Abstract

1. Introduction

2. Literature Review

3. Hypotheses

4. Results and Conclusion

References

키워드

Franchises Experiential value Lovemarks Brand Loyalty