JOURNAL OF CHAIN COFFEE SHOP

Journal 3

Relationships between Brand Experiences, Personality Traits, Prestige, Relationship Quality, and Loyalty: An Empirical Analysis of Coffeehouse Brands.

April 30, 2018

TITLE: Relationships between Brand Experiences, Personality Traits, Prestige, Relationship Quality, and Loyalty: An Empirical Analysis of Coffeehouse Brands.

AUTHORS: Young Gin Choi, Chihyung ‘Michael’ Ok and Sunghyup Sean Hyun

YEAR OF PUBLICATION: June 19, 2016

Conceptual Framework:

Figure 1: Proposed conceptual model

This study about proposed conceptual model. This proposed conceptual model have seven element which are customer satisfaction, brand loyalty such as attitudinal brand loyalty, behavioral brand loyalty, brand prestige, brand trust, brand experience that include sensory, affective, behavioral and intellectual, and brand personality that include sincerity, excitement, competence, sophistication and ruggedness.

Theories:

Based on this theory, marketers have established various marketing strategies. Example, having good relationships with the local community, using sophisticated interior designs, receiving reliable services, turning on charming music and providing various activities. The results provide support for this argument, suggesting that coffeehouses should carefully take action to create their own brand personality.

Finding:

The Brand experience has attracted considerable attention from marketing practitioners, because it is considered crucial in developing marketing strategies. However, a lack of studies examining the true meaning of brand experiences, including ways in which consumers experience brands, brand experiences are measured and brand experiences affect other outcomes. Brand experience have four dimension that include sensory, affective, behavioral and intellectual. Brand personality is defined as ‘the set of human characteristics associated with the brand’. Brand personality traits can be developed through the marketing mix, including symbols used in all communication between consumers and brands. Brand personality have five dimension that include sincerity, excitement, competence, sophistication and ruggedness. Brand prestige is a relatively high status of product or service position of a brand and that perceptions of brand prestige are developed from a unique and exceptional accomplishment of the brand. Brand trust is defined as a consumer’s willingness to depend on the capability of the brand. Customer satisfaction refers to fulfilling a consumer’s needs and desires and has been considered a fundamental factor in marketing. Brand loyalty refers to a consumer’s inclination to repurchase a brand’s services or products that in such attitudinal loyalty and behavioral loyalty.

The brand personality and brand experience have positive effect on brand prestige. Brand personality traits and brand prestige traits have positive effect on brand trust. Brand prestige and brand trust have positive effect on customer satisfaction. Brand prestige, brand trust and cutomer satisfaction have positive effect on attitudinal brand loyalty. Brand trust, customer satisfaction and attitudinal brand loyalty have positive effect on behavioral brand loyalty.

Limitation:

This study has some limitations stated below. The sample was conveniently recruited from a consumer panel of an online marketing research company. This study investigated the relationships among brand experiences, brand personality traits, brand relationship quality and brand loyalty in a coffeehouse context. In the coffeehouse industry, there exist a limited number of studies on the related topics. For this reason, this study tried to cover broad concepts or issues in the coffeehouse industry rather than focusing on a specific research issue. In the USA, consumers tend to seek comfort and community rather than prestige, while in some Asian countries, prestige is more important. Comparing the coffee consumption example, price perception, menu preference and others among different cultures would be meaningful.

Item:

Journal link :

https://www.emeraldinsight.com/doi/abs/10.1108/IJCHM-11-2014-0601