The Impact of Franchise Bakery Selection Attributes on Brand Image and Behavioral Intention

Key Points

• This research aims to analyze the impact of franchise bakery selection attributes on brand image and behavioral intention.
• Online survey conducted via Google with 231 franchise bakery consumers
• Statistical analysis using SPSS 27.0, including frequency analysis and exploratory factor analysis
• Regression analysis performed for hypothesis testing.
• Product factors, brand value, and physical environment positively influence brand image
• Product factors and brand value positively influence behavioral intention
• Brand image significantly affects behavioral intention.