The Effect of Local Bakery Brand Equity on Perceived Value, Brand Trust, and Brand Loyalty: Focusing on ‘PAPA&SON by RENCONTRE’

The expansion of franchise bakeries and the emergence of large cafes offering unique experiences are placing local brand bakeries in an increasingly competitive environment. The selection of sustainable marketing strategies for local bakeries has become an essential factor for their survival and prosperity. However, the understanding of the brand equity of local bakeries is low, and the verification of the integrated relationship between brand equity and customer behavior is still lacking. Through the analysis of data from a total of 295 evaluators obtained through the questionnaire, various results were derived. First, brand equity (brand quality, brand marketing communication, brand social contribution) had a positive effect on utilitarian value. Second, all brand equity (brand awareness, brand quality, brand marketing communication, brand social contribution) had a positive effect on hedonic value. Third, brand equity (brand quality, brand social contribution) has a positive effect on trust. Fourth, perceived value (utilitarian, hedonic) and brand trust had a positive effect on brand loyalty. These results will contribute basic data for understanding the importance of brand equity held by local bakeries and for successful local brand growth.