샌드위치 소비자의 영양가치, 브랜드 태도, 브랜드 충성도 간의 관계 분석: 영양정보 공개, 메뉴 다양성, 성별의 조절효과

초록

Purpose – This research investigates the relationships among perceived nutritional value, brand attitude, and brand loyalty in the context of sandwich stores. Specifically, it aims to provide a deeper understanding of how consumers evaluate the nutritional aspects of menu offerings, and how these evaluations translate into favorable brand-related outcomes. In addition, this study examines the moderating roles of nutrition disclosure, menu variety, and sex in shaping the relationship between perceived nutritional value and brand attitude, thereby capturing potential differences in consumer decision-making processes. Design/Methodology/Approach – Using Subway as the empirical context, survey data were collected from 283 U.S. consumers via the Clickworker platform. Confirmatory factor analysis was implemented to ensure the validity of measurement items. Hayes’ Process Macro Model 7 with 5,000 boot strapping was employed to test the proposed hypotheses. Findings – The findings indicate that nutritional value exerts a positive and significant effect on both brand attitude and brand loyalty. In addition, nutrition disclosure, menu variety, and sex significantly moderate the relationship between nutritional value and brand attitude, highlighting the conditional nature of consumer responses. Research Implications – By offering nuanced insights into consumer behavior within sandwich store settings, this research contributes to the existing literature on food consumption and branding. It also provides practical implications for practitioners by emphasizing the importance of transparent nutrition information and diverse menu offerings in enhancing brand perceptions and fostering long-term customer loyalty.

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