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The Influence of Brand Personality on Satisfaction and Loyalty in Coffeeshop Industry: A Focus on the Mediating Effect of Brand Congruency

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(3), pp.57-83
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

김상희 1 김민화 1 Park Jae Min 2

1세종대학교
2동신대학교

Accredited

ABSTRACT

Coffee industry has been growing continuously and the coffeeshop brand(such as Starbucks etc.) became a trend for the young generation to express their social class and personal characteristics. At first, this study was to identify whether coffeeshop brand personality factors influence brand congruency, satisfaction and loyalty. Second, it also tried to verify the mediating role brand congruency which might work in between brand personality and brand attitude. Data were collected using a web survey method from 300 coffeeshop users on July 2010. Results of regression analyses showed that 'honest·rationality' and 'high-class·sophisticated' factor of coffeeshop brand personality influenced brand congruency, satisfaction and loyalty positively. Results of hierarchical mediation regression analyses verified the mediation role of brand congruence, which suggested that some brand personality factors improved satisfaction and loyalty through brand congruency. Limitations and future research directions were discussed.

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