LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

프랜차이즈 본부지원이 지각된 브랜드이미지와 충성도에 미치는 영향: 세탁서비스 가맹점사업자 중심으로

Author

주성희, 서민교

Journal Title

프랜차이징 저널

Publication Year

2022

Topics

#Structural equation modeling
#Confirmatory factor analysis

Summary

This study investigated the effect of franchisor support on brand image and loyalty in the laundry service franchise. The results showed that promotional support and problem-solving capability from the franchisor directly impacted brand image, while promotional support alone directly affected brand loyalty. A positive brand image also contributed to increased brand loyalty.

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