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Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty An empirical analysis of coffeehouse brands

Title
Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty An empirical analysis of coffeehouse brands
Author
현성협
Keywords
Brand loyalty; Brand personality; Brand experience; Brand prestige; Brand relationship quality; Coffeehouse
Issue Date
2017-06
Publisher
EMERALD GROUP PUBLISHING LTD
Citation
INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, v. 29, no. 4, page. 1185-1202
Abstract
Purpose - This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry.Design/methodology/approach - Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly.Findings - Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty.Research limitations/implications - The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige.Practical implications - To enhance the coffeehouse brand prestige, it is critical to enhance patrons' experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness.Originality/value - This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.
URI
https://www.emerald.com/insight/content/doi/10.1108/IJCHM-11-2014-0601/full/htmlhttps://repository.hanyang.ac.kr/handle/20.500.11754/114669
ISSN
0959-6119; 1757-1049
DOI
10.1108/IJCHM-11-2014-0601
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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