외식프랜차이즈 기업의 브랜드 인지도와 브랜드 이미지가 HMR 제품 구매 의도에 미치는 영향

Abstract

This study aims to examine the impact of brand awareness and image of food service franchise companies on the intention to purchase home meal replacement (HMR) products. Hence, consumers were surveyed using HMR products purchased from domestic food service franchise companies. The statistical program SPSS 25.0 for Windows was used to conduct empirical analysis of the 306 consumer responses. The key findings were as follows. First, brand awareness of food service franchise companies affected their brand image. Second, brand awareness affected the intention to purchase HMR products as well. Third, brand image of these companies affected the intention to purchase HMR products. These findings imply that food service franchise companies with distinctly established brands can gain an advantage in the HMR product market, and that they must recognize the significance of communicating with consumers to create brand awareness and image.