An Empirical Research on Brand Identity Impression of Customer to Satisfaction Degree--Based on a Survey of KFC´s Consumption of Nanchang City

The research on brand identity impression and satisfaction degree of customers is an important issue and academic frontier in the brand research area. In this paper, using first-hand data of KFC and structural equation model (SEM), we have empirical study on the impact of customers´ brand identity impression to satisfaction degree. The results show that: advertisements and customers´ consume experience to products have a significant positive impact on customer satisfaction degree; however, customers´ impressions of the KFC appearance and perception to its products and service have no significant impact on customer satisfaction degree.