외식업체의 마케팅 커뮤니케이션이 브랜드 에쿼티에 미치는 영향

The purpose of this study is to analyse which marketing communication-advertising, publicity, sales promotion, word of mouth, physical environment-influences on the components of brand equity-brand awareness, brand image and brand loyalty. The subjects of this study are foodservice business. The results of this study can be as follows: First, advertising, publicity, word of mouth and physical environment are the influential factors of brand equity on brand awareness in positive way. sales promotion don`t have influence over brand awareness. Second, sales promotion, word of mouth and physical environment are the influential factors of brand equity on brand image in positive way. advertising and publicity don`t influence over brand image. Especially, the influencing power of a word of mouth and physical environment are much more than those of any other factors. Third, brand awareness have no significant influence directly on brand loyalty, but brand awareness have indirect effect through brand image which have significant influence on brand loyalty. In addition, brand awareness among the components of brand equity have influence upon brands image.