A Study of the Relationships among Franchise Beverage Store Brand Equity, Service Quality, Sales Promotional Activities and Purchase Intent Relevance

• Main Authors: Hsu, Shu-Ta, 許書達
• Other Authors: Wen, Ling-Yu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/q7aqh5

碩士 === 國立彰化師範大學 === 財務金融技術學系 === 106 === Taiwan's franchised beverage stores are expanding, and the expansion of stores has rapidly and continuously developed new brands. The turnover has also increased year by year. As consumers' preferences continue to change, various businesses continue to innovate to respond to current competition trends. This study will examine the relevance of brand equity, service quality, promotional activities and purchase intentions of franchised beverage stores. The research method is to conduct a survey using a questionnaire survey. The survey targets consumers who are willing or continuing to consume in franchise beverage stores to facilitate sampling, use online questionnaires, implement data collection, and recover 307 valid questionnaires. In this study, seven research hypotheses have been developed, and SPSS statistical analysis software was used for normal distribution hypothesis, variation number homogeneity hypothesis, factor analysis, descriptive statistics, reliability and validity analysis, collinearity check, and diversification among variables. Step-by-step regression analysis to understand the correlation between variables. The expected contributions of this study will complement the relevant academic gaps in the academic relationship between brand equity, service quality, promotional activities and purchase intentions, and provide follow-up scholars interested in in-depth discussions on brand equity, service quality, promotional activities and purchase intentions, etc. Research reference. Finally, in practice, it can also provide reference basis and improvement direction for franchise and franchise beverage store operators on the aspects of brand equity, service quality, promotion activities and purchase intention.