광고효과를 통한 체인레스토랑 기업의 브랜드강화 과정을 고찰한 연구

Abstract

This research aims to examine chain restaurant companies` advertising-based brand reinforcement process. According to the advertising literature, advertising is composed of six-dimensions: (1) relevant news, (2) stimulation, (3) empathy, (4) confusion, (5) familiarity, and (6) brand reinforcement. Based on literature review, the causal relationships between the six sub-dimensions were proposed, thus creating ten hypotheses. Integrating the proposed hypotheses, a conceptual model was developed. The model was tested using the data collected from actual chain restaurant patrons who saw chain restaurant advertising in the past three months. Based on data analysis, it was revealed that stimulation has positive impact on empathy formation, thus positively influencing relevant news and brand reinforcement, During this process, confusion negatively influence empathy formation process. More importantly, familiarity plays a moderating role in the relationship between stimulation and brand reinforcement, based on the findings, managerial/theoretical implications were discussed for advertising marketers in the chain restaurant industry.