We conduct a objective research on the effect of advertisement sales promotion, number of stores, firm age, One of the characteristics of franchisor, to brand equity with awareness and loyalty, customer satisfaction and purchasing intention. For this study, we make single sampling to 7 years of samples of franchisor in Korea Fair Trade Commission and K-BPI index of Korea Management Association. So we can pick up a vast fund of 229 samples. The study results showed advertisement sales promotion, number of stores and firm age have a positive effect on brand equity, however, have a negative effect on customer satisfaction. Either, brand awareness have a positive effect on purchasing intention and customer satisfaction, but not brand loyalty. And satisfaction to franchisor have a positive effect on loyalty but not purchasing intention, brand loyalty have a positive effect on purchasing intention. At the conclusion, the characteristics of franchisor can be directly effect on customer satisfaction so franchisor need to manage standardization and raise degree of a favorable recognition. And this study can be discuss about implications which derive customer loyalty and repurchase intention.