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@article{ART001920900},
author={Dohhee Kim and Yeong Gug Kim},
title={The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2014},
volume={38},
number={8},
pages={75-100}

TY - JOUR
AU - Dohhee Kim
AU - Yeong Gug Kim
TI - The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks
JO - Journal of Tourism Sciences
PY - 2014
VL - 38
IS - 8
PB - The Tourism Sciences Society Of Korea
SP - 75
EP - 100
SN - 1226-0533
AB - The purpose of this research is to investigate the effect of Starbucks' brand personality on consumer-brand relationships, consumer satisfaction, and brand loyalty. Another purpose is to examine the mediating role of the consumer- brand relationship between brand personality and consumer satisfaction and brand loyalty. A convenience sample of 340 customers who have visited a Starbucks coffee shop at least one time was analyzed. The study's findings show that brand personality had a positive effect on the consumer-brand relationship and consumer satisfaction. The consumer-brand relationship also positively influenced consumer satisfaction and brand loyalty. Further, consumer satisfaction positively influenced brand loyalty. However, brand personality had an indirect effect on brand loyalty through the consumer- brand relationship. This study also found that consumer-brand relationships play an important role in mediating between brand personality and consumer satisfaction and brand loyalty. The theoretical and practical implications are discussed for the coffee shop market.
KW - Brand personality;Consumer-brand relationship;Consumer satisfaction;Brand loyalty
DO -
UR -
ER -

Dohhee Kim and Yeong Gug Kim. (2014). The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks. Journal of Tourism Sciences, 38(8), 75-100.

Dohhee Kim and Yeong Gug Kim. 2014, "The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks", Journal of Tourism Sciences, vol.38, no.8 pp.75-100.

Dohhee Kim, Yeong Gug Kim "The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks" Journal of Tourism Sciences 38.8 pp.75-100 (2014) : 75.

Dohhee Kim, Yeong Gug Kim. The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks. 2014; 38(8), 75-100.

Dohhee Kim and Yeong Gug Kim. "The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks" Journal of Tourism Sciences 38, no.8 (2014) : 75-100.

Dohhee Kim; Yeong Gug Kim. The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks. Journal of Tourism Sciences, 38(8), 75-100.

Dohhee Kim; Yeong Gug Kim. The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks. Journal of Tourism Sciences. 2014; 38(8) 75-100.

Dohhee Kim, Yeong Gug Kim. The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks. 2014; 38(8), 75-100.

Dohhee Kim and Yeong Gug Kim. "The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks" Journal of Tourism Sciences 38, no.8 (2014) : 75-100.