Start Date

7-1-2011 4:00 PM

End Date

7-1-2011 5:15 PM

Track

1. Track 1 – Formal Paper Presentation

Subject Area

Marketing

Faculty Member

Chihyung Ok cok0307@k-state.edu and Sunghyup Sean Hyun shyun@pusan.ac.kr

Abstract

This 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.

Keywords

Coffeehouse, brand experience, brand personality, brand prestige, brand relationship quality, brand loyalty

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Jan 7th, 4:00 PM Jan 7th, 5:15 PM

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

This 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.