브랜드 자산, 태도, 재방문 의도간의 구조모형분석:국내 패밀리 레스토랑 비교를 중심으로 = The Comparative Study of Structural Relationships between Brand Equity, Attitude, Visit Intention Models among Domestic Family Restaurants

다국어 초록 (Multilingual Abstract)

The purpose of this study is to develop the brand equity formation model by examining the structural relationships among four dimensions of brand equity, attitude and visit intention. To achieve the purpose, four groups (i.e., Outback steak house, TGIF, Vips and others),visiting domestic family restaurants, were compared by applying the brand equity formation model to each group. Physical service quality and overall service quality were verified as different constructs rather than the same one through exploratory factor analysis and confirmatory factor analysis. In addition, brand association and awareness were identified as the same construct as suggested by Yoo & Donthu(2001). Therefore, The components of the brand equity consist of physical service quality, brand associations/awareness, overall service quality and brand loyalty. Brand attitude and visit intention were used for consequences of the brand equity. Multiple group analysis was undertaken to compare four groups, regarding the examination of structural relationships. it was found that significant paths were different between groups.

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