Publication:
Evaluating Relationships among Brand Experience, Brand Personality, Brand Prestige, Brand Relationship Quality, and Brand Loyalty: An Empirical Study of Coffeehouse Brands

Simple item page
dc.contributor.advisorChihyung Ok cok0307@k-state.edu and Sunghyup Sean Hyun shyun@pusan.ac.kr
dc.contributor.authorChoi, Young Gin
dc.contributor.authorOk, Chihyung
dc.contributor.authorHyun, Sunghyup Sean
dc.contributor.departmentKansas State University
dc.contributor.departmentKansas University
dc.contributor.departmentPusan National University
dc.coverage.temporal2011-01-07T17:15:00-08:00
dc.coverage.temporal2011-01-07T16:00:00-08:00
dc.date2023-09-22T21:34:39.000
dc.date.accessioned2024-04-26T17:35:39Z
dc.date.available2024-04-26T17:35:39Z
dc.date.issued2011-01-07
dc.description.abstractThis study investigated effects of coffeehouse brand experience and personality on brand prestige and effects of brand prestige on brand relationship quality and brand loyalty. The study also explored the applicability of the four-factor model of brand experience and five-factor model of brand personality in the coffeehouse industry. Data were gathered from 309 coffeehouse customers via an online survey in the United Sates. This study found that brand experience and brand personality have direct effects on brand prestige, which leads to affect brand relationship quality and attitudinal brand loyalty. Also, brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty. Theoretical and practical implications are discussed for researchers and practitioners in achieving competitive advantages that can be developed through brand experience, brand personality, and brand prestige.
dc.identifier.urihttps://hdl.handle.net/20.500.14394/30100
dc.relation.urlhttps://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1283&context=gradconf_hospitality&unstamped=1
dc.source.statuspublished
dc.subjectMarketing
dc.subjectCoffeehouse
dc.subjectbrand experience
dc.subjectbrand personality
dc.subjectbrand prestige
dc.subjectbrand relationship quality
dc.subjectbrand loyalty
dc.titleEvaluating Relationships among Brand Experience, Brand Personality, Brand Prestige, Brand Relationship Quality, and Brand Loyalty: An Empirical Study of Coffeehouse Brands
dc.typeevent
dc.typeevent
digcom.contributor.authorisAuthorOfPublication|email:ygchoi@ksu.edu|institution:Kansas State University|Choi, Young Gin
digcom.contributor.authorisAuthorOfPublication|email:cok0307@k-state.edu|institution:Kansas University|Ok, Chihyung
digcom.contributor.authorisAuthorOfPublication|email:shyun@pusan.ac.kr|institution:Pusan National University|Hyun, Sunghyup Sean
digcom.identifiergradconf_hospitality/2011/Presentation/22
digcom.identifier.contextkey1561018
digcom.identifier.submissionpathgradconf_hospitality/2011/Presentation/22
dspace.entity.typePublication
Files
Original bundle
Now showing 1 - 2 of 2
Thumbnail Image
Name:
auto_convert.pdf
Size:
130.23 KB
Format:
Adobe Portable Document Format
Thumbnail Image
Name: auto_convert.pdf
Size: 130.23 KB
Kind: Adobe PDF
No Thumbnail Available
Name:
Evaluating_Relationships_among_Brand_Experience__Brand_Personality__Brand_Prestige__Brand_Relationship_Quality__and_Brand_Loyalty.docx
Size:
94.99 KB
Format:
Microsoft Word XML
Name: Evaluating_Relationships_among_Brand_Experience__Brand_Personality__Brand_Prestige__Brand_Relationship_Quality__and_Brand_Loyalty.docx
Size: 94.99 KB
Kind: Microsoft Word XML
Collections
Graduate Student Research Conference in Hospitality and Tourism