The Impact of Convenience Store Lunch Box Brand Equity on Brand Loyalty: Focusing on the Moderating Role of Perceived Value of Convenience Store Lunch Boxes

The purpose of this study was to examine the influence of convenience store lunch box brand equity on brand loyalty and to verify the moderating role of perceived value. To achieve the purpose of this study, a survey was conducted using convenience sampling, targeting consumers who have experience purchasing convenience store lunch boxes, centered around the Seoul area. The survey period was from February 10 to February 26, 2025, and 249 copies were used as the final valid data. The analysis results are summarized as follows. First, it was found that brand awareness, brand image, and perceived quality, which are sub-factors of convenience store lunch box brand equity, all significantly affect brand loyalty. Second, it was found that the perceived value of convenience store lunch boxes played a moderating role between brand image and brand loyalty among convenience store lunch box brand equity. On the other hand, the perceived value of convenience store lunch boxes was found to not play a moderating role between brand awareness and brand loyalty, and perceived quality and brand loyalty. The results of this study will provide useful data for establishing an efficient marketing strategy to secure a differentiated competitive advantage by building convenience store lunch box brand equity in the convenience store industry.