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The Effects of Brand Experience and Personality on Consumer-Brand Relationships, Attachment, and Loyalty - A Comparison of Domestic and Global Brand Coffee Shops -  

Hong, Ju-Young (Dept. of Foodservice Culinary & Management Graduate School, Kyonggi University)
Kim, Seong-Soo (Dept. of Korean Master-Work Culinary Arts, Incheon Jaeneung University)
Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
Publication Information
Culinary science and hospitality research / v.22, no.5, 2016 , pp. 231-251 More about this Journal
Abstract
This study examined the effect of brand experience and personality on customer-brand relationships, brand attachment, and brand loyalty in domestic and global coffee shop brands. By comparing inter-structural relationships among factors between domestic brands and global brands, this study also provided strategic implications and directions for the effective marketing strategy of coffee shop brands. Data were collected through a self-administered survey of the consumers aged 20's to early 40's who used domestic and global brand coffee shops in Seoul and Kyunggi between August 1, 2014 and August 30, 2014. 500 surveys were distributed and 495 surveys were returned. Among them, data from 493 surveys were used for the analysis. The results from this study are as follows. First, it was found that the Think of experiences in coffee shop had a greater effect on consumer-brand relationship than the Sense-Feel. Second, the Sophistication of brand personality in coffee shop had a greater effect on consumer-brand relationship than the Excitement. Third, only Think of experience in coffee shop significantly impacted brand attachment, but Sense-Feel did not impact brand attachment. Fourth, only Excitement of brand personality in coffee shop significantly impacted brand attachment, but Sophistication did notact on brand attachment. Fifth, the consumer-brand relationship had a greater effect on brand loyalty than did brand attachment. Finally, the differences from a comparison analysis of domestic brands and global brands of coffee shop are as follows. In domestic brands, only the Sophistication of brand personality in coffee shop significantly impacted consumer-brand relationship. In global brands, the brand personality in coffee shop did not impact on consumer-brand relationship.
Keywords
coffee shop brand; brand experiences; brand personality; consumer-brand relationship; brand attachment; brand loyalty;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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