외식 프랜차이즈기업의 브랜드진정성이 소비자 공감과 브랜드지지행동에 미치는 영향

• 영문명: The effect of Brand Authenticity on Customer Empathy and Brand Supportive Behavior in Food Service Franchise Industry: The Moderation Effect of Brand Attachment
• 발행기관: 관광경영학회
• 저자명: 최우성
• 간행물 정보: 『관광경영연구』제20권 제4호, 271~297쪽, 전체 27쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2016.07.31

영문 초록

This study aims to examine customer empathy mediated and brand attachment moderated the effect of brand authenticity on brand supportive behavior in food service franchise industry. The survey method was used for this paper, and data from a total of 237 food service franchise customers were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, brand authenticity have positive effect on brand supportive behavior. Second, brand traditionality and consistency do not have a direct effect on brand supportive behavior but customer empathy mediates the effect of brand traditionality and consistency. Third, the moderating effect of brand attachment in the relationship between brand authenticity(traditionality and consistency) and brand supportive behavior is significant in both the cases of traditionality and consistency. But, there was no moderating effect of brand attachment on the influence of Originality thought on brand supportive behavior.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Brand Authenticity Customer Empathy Brand Supportive Behavior Brand Attachment