The Effect of Brand Equity of Kiosk-Based Restaurants on Brand Familiarity and Brand Trust

This study aims to identify the effects of brand equity of kiosk-based restaurants on brand familiarity and brand trust, and to suggest a structural mechanism for brand relationship formation in digital foodservice environments. An online survey was conducted with consumers who had experience using kiosk-based restaurants, and a total of 260 valid responses were analyzed. Brand equity was conceptualized using four components—brand image, brand awareness, perceived quality, and brand loyalty—and reliability, validity, and regression analyses were performed to evaluate their effects on brand familiarity and brand trust. The results revealed that brand image, perceived quality, and brand loyalty had significant positive effects on brand familiarity, while brand awareness did not show a statistically significant impact. Additionally, brand image, perceived quality, and brand loyalty were found to positively influence brand trust, whereas brand awareness again showed no direct effect. Brand familiarity was also shown to have a significant positive effect on brand trust, confirming its mediating importance in the brand relationship formation process. These findings indicate that managing brand equity is crucial for enhancing consumers’ cognitive familiarity and trust in kiosk-based restaurant brands. In particular, consistent service quality, coherent brand messaging, and strengthened visual and experiential cues are recommended to increase familiarity within digital and contactless service environments. This study contributes to both academia and practice by empirically validating the determinants of brand trust in kiosk-based foodservice settings.