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

Ying-hao Liao
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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.
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多品牌战略对感知价值和消费意向的影响研究:连锁餐饮业案例
摘要 餐饮服务业竞争激烈,近年来,多品牌战略越来越受到重视。本研究探讨了多品牌战略对餐饮服务业的影响,重点关注在多品牌背景下,感知价值是否会影响消费者的购买意向。研究结果旨在帮助企业了解制定多品牌战略的优势,并提供可操作的建议。本研究采用调查方法,收集并分析了 238 个有效样本。结果表明,多品牌战略的发展对餐饮服务业消费者的感知价值和购买意向都有积极影响,增强了他们对所提供服务的感知和参与意愿:多品牌 感知价值 消费意向
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