Causal-effect Analysis of Brand Equity Factors in Contract Foodservice Management Company in College and University in Incheon Area

ABSTRACT

The purposes of this study were 1) to analyze the relationship between brand equity factors ie brand awareness, brand image, brand preference and brand loyalty and 2) to suggest the strategy for brand management of contract food service management company. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of 82.5%. For the statistical analysis, the descriptive analysis, factor analysis, pearson correlation analysis, and regression analysis were conducted by using SPSS Win (10.0). The results of this study showed that the following 5 hypotheses were supported. Hypothesis 1 The brand awareness of the contract foodservice company affects positively the brand image of that. Hypothesis 2 The brand image of the contract foodservice company affects positively the brand preference of that. Hypothesis 3 The brand awareness of the contract foodservice company affects positively the brand preference of that. Hypothesis 4 The brand preference of the contract foodservice company affects positively the brand royalty of that. Hypothesis 5 The brand image of the contract foodservice company affects positively the brand loyalty of that. As a conclusion, the brand awareness has a positive effect on the brand image and brand preference significantly, so it is recommended that the contract foodservice company should focus on improving the brand awareness as a brand strategy. And the brand preference and brand image have the significant effect on the brand loyalty. Therefore the company should strive to strengthen the brand loyalty though building brand preference and brand image, because the brand loyalty brings about the customer's more visiting the foodservices, which is directly related to the profitabilities of the contract foodservice management company.