@article{ART001697060},
author={Yeong Gug Kim and Nam, Jang-Hyoen},
title={The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2012},
volume={36},
number={8},
pages={249-267}
TY - JOUR
AU - Yeong Gug Kim
AU - Nam, Jang-Hyoen
TI - The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop
JO - Journal of Tourism Sciences
PY - 2012
VL - 36
IS - 8
PB - The Tourism Sciences Society Of Korea
SP - 249
EP - 267
SN - 1226-0533
AB - This study was to identify the relationship among brand experience, brand attachment, and brand loyalty in coffee shop. The reason why the brand experience, brand attachment and brand loyalty constructs, are used as research questions is that they are fundamental elements that marketers use to design and communicate brand and communications strategies for both themselves and their customers. In particular, this study focused on showing the role of brand experiences including sensory experience, emotional experience, and intellectual experience which have a significant effect on brand attachment and brand loyalty. To achieve the objectives of this study, data collection is through a personally administered questionnaire, and a total of 250 questionnaires were collected from customers who frequently visited coffee shops. Excluding missing data, 193 usable data were analyzed. As the result, sensory experience and emotional experience have a significant effect on brand attachment and brand loyalty. Implications, limitations and future research directions of the study were also discussed.
KW - Brand experience;Brand attachment;Services marketing;Experiential marketing
DO -
UR -
ER -
Yeong Gug Kim and Nam, Jang-Hyoen. (2012). The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop. Journal of Tourism Sciences, 36(8), 249-267.
Yeong Gug Kim and Nam, Jang-Hyoen. 2012, "The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop", Journal of Tourism Sciences, vol.36, no.8 pp.249-267.
Yeong Gug Kim, Nam, Jang-Hyoen "The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop" Journal of Tourism Sciences 36.8 pp.249-267 (2012) : 249.
Yeong Gug Kim, Nam, Jang-Hyoen. The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop. 2012; 36(8), 249-267.
Yeong Gug Kim and Nam, Jang-Hyoen. "The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop" Journal of Tourism Sciences 36, no.8 (2012) : 249-267.
Yeong Gug Kim; Nam, Jang-Hyoen. The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop. Journal of Tourism Sciences, 36(8), 249-267.
Yeong Gug Kim; Nam, Jang-Hyoen. The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop. Journal of Tourism Sciences. 2012; 36(8) 249-267.
Yeong Gug Kim, Nam, Jang-Hyoen. The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop. 2012; 36(8), 249-267.
Yeong Gug Kim and Nam, Jang-Hyoen. "The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop" Journal of Tourism Sciences 36, no.8 (2012) : 249-267.