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http://dx.doi.org/10.14400/JDC.2017.15.12.159

The effects of brand identity of starbucks coffee speciality store on brand trust of customers, brand attachment, revisit intention, and word of mouth intention  

Lee, Jeong-Sook (Dept. of Hotel, Tourism & Foodservice Management, Dong-eui University)
Publication Information
Journal of Digital Convergence / v.15, no.12, 2017 , pp. 159-167 More about this Journal
Abstract
The purpose of this study is to examine the effects of brand identity of coffee specialty stores on customer 's brand trust of customers, brand attachment, revisit intention, and word of mouth intention. A survey was conducted and 342 copies were used in the analysis of the structural equation model. As a result of the study, the brand identity was proved to have a positive effect on brand trust. In addition, brand trust has a positive effect on brand attachment, indicating that it affects affection on the brand depending on the degree of trust on the brand. Brand attachment had a positive influence on revisit intention and positive influence on word of mouth intention. Therefore, the proper construction of brand identity is linked to the acquisition of fixed customers by linking with the intention of repurchase, and it affects the profit generation of brand, so the brand manager can confirm that proper establishment of brand identity and marketing strategy should be set up.
Keywords
Brand Identity; Brand Trust; Brand Attachment; Revisit Intention; Word-of-mouth Intention; Starbucks;
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Times Cited By KSCI : 9  (Citation Analysis)
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