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KMID : 0665420140290050406
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Korean Journal of Food Culture
2014 Volume.29 No. 5 p.406 ~ p.414
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Effect of Brand Awareness of Coffee shops on Switching Intentions, Purchasing Behavior, and Revisiting Intention
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Kim Ji-Eung
Cho Won-Young
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Abstract
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The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing
behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and
affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images
were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration,
including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally,
purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were
university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee
shops into franchises and individually owned.
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KEYWORD
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Brand awareness, switching intention, purchasing behavior, revisiting intention
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