|
KMID : 1011420190240040375
|
|
Journal of Korean Ophthalmic Optics Society
2019 Volume.24 No. 4 p.375 ~ p.380
|
|
|
Study on Franchise Brand Recognition, Brand Attitudeand Purchase Intention
|
|
Cho Yun-Sil
|
|
|
Abstract
|
|
|
Purpose: This study aims to determine a marketing plan to attract customer purchases by analyzing the influential relations among franchise brand recognition, brand attitudes, and purchase intention.
Methods: A survey was conducted targeting visitors to a contact lens franchise in Seoul and Kyounggi province. A frequency test, reliability test, factor analysis, and SEM were analyzed with SPSS 20.0 and AMOS 20.0.
Results: Franchise brand recognition has a significant influence on brand attitude. Brand recognition does not have a significant influence on purchase intention, but brand attitude does have a significant influence on purchase intention.
Conclusions: Brand recognition contributes to the formation of a positive brand attitude but does not independently attract purchases. In order to increase purchase intentions, a positive brand attitude must be formed by utilizing brand recognition.
|
|
|
KEYWORD
|
|
|
Brand recognition, Brand attitude, Purchase intention
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|