|
KMID : 0665420130280050473
|
|
Korean Journal of Food Culture
2013 Volume.28 No. 5 p.473 ~ p.479
|
|
|
The Effect of Take-out Coffee Shop Brand Personality on Customer Satisfaction and Brand Loyalty
|
|
Kim Kyung-Hee
|
|
|
Abstract
|
|
|
This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer
satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: “energy”, “competence”,
“familiarity”, “reliability”, and “sophistication”. Second, all brand personality factors had significant effects on customer
satisfaction, but “familiarity” (β=0.429) and “reliability” (β=0.381) appeared to have the greatest effects. Third, brand
personality factors had significant effects on brand loyalty, with“reliability” (β=0.447) appearing to have the greatest effect
on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that
brand personality can be an important means of marketing differentiation in an intense competitive coffee market
atmosphereto increase customer satisfaction and build brand equity.
|
|
|
KEYWORD
|
|
|
Brand personality, customer satisfaction, brand loyalty
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|