According to the information of the Ministry of Economic Affairs, R.O.C., the accumulative turnover of the Catering Industry industry has been up to 2,798 billion until September in 2011. In addition, most of entrepreneurs choose the Catering Industry industry as their aims of the entrepreneurship because the barriers of the Catering Industry industry are much easier than others. In recent years in Taiwan, the development of the Catering Industry brands advance toward the form of franchising management. For instance, there are eleven Catering Industry brands in Wowprime. Moreover, plenty of Catering Industry groups have quickly developed their businesses, and become the listed companies because the importance of “Brand” cannot be ignored. Accordingly, the primary research framework is based on the view of customer-based with brand equity. Besides, the method of “Factorial Design” is adopted to control two types of brand extensions as well as the good or poor fit of brand extensions in this research, and this aims to build up four kinds of brand extensions model of Catering Industry chain industry, and to explore the regression analysis results of four brand extensions which are “Line Extensions”, “Brand Extensions”, “Good Fit” and “Poor Fit”. Finally, not only the SEM (Structural Equation Modeling, SEM) is used to establish the research model, but also the analytical result of four regressions analyses help the research result to come out, and the result can be scanned in following paragraphs.
Firstly, the result indicates that analyses of these four forms are outstanding on both brand image and brand loyalty. In addition, brand loyalty indicates the remarkable influence with brand extension valuation. However, the result indicates that the perceived quality is not related to the brand extension valuation, and the perceived quality and the brand awareness are not related to the brand loyalty.
Secondly, brand awareness has notably related to influence with brand loyalty that is based on the both line extensions and poor fit extensions. Moreover, through the SEM on the observation of the estimates of regression weights signifies that the influences through brand image to brand loyalty are more significant than brand awareness in both line extensions and poor fit extensions. Unfortunately, the result points out that there is a less correlationship in both multi-brands extensions and good fit extensions.