Study on the Impact of Multi-brand Strategy on Perceived Value and Consumption Intention: A Case of the Chain Restaurant Industry

Abstract

Abstract The restaurant service industry is highly competitive, and in recent years, multi-brand strategies have gained increasing importance. By differentiating various brands, businesses can cater to diverse consumer needs and preferences, thereby enhancing their market share. This study explores the impact of multi-brand strategies on the restaurant service industry, focusing on whether perceived value influences consumer purchase intentions within a multi-brand context. The findings aim to help businesses understand the advantages of developing multi-brand strategies and provide actionable recommendations. Using a survey methodology, this study collected and analyzed 238 valid samples. The results indicate that the development of multi-brand strategies positively impacts both the perceived value and the purchase intentions of consumers in the restaurant service industry, enhancing their perception and willingness to engage with the services offered. Keywords: Multi-brand, Perceived Value, Consumption Intention.