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The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2012, 36(8), pp.249-267
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Yeong Gug Kim 1 Jang-Hyeon Nam 2

1강원대학교
2경북대학교

Accredited

ABSTRACT

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.

Citation status

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