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- W3006798678 abstract "This research mainly focuses on the expanding role of coffee shop from a place to simply consume coffee to a more social-cultural space, alongside the general growth in the coffee market. By setting the brand personality of coffee shop as a independent variable, brand attitude, brand attachment and brand loyalty as dependent variables, this study attempts to identify the relations between the variables as well as analyze customers’ differential preferences on brands and their moderating effects.<BR> The survey finding were as follows: Firstly, brand personality in the coffee shop was a major influence on the brand attitude and brand attachment. Brand attitude and brand attachment were major determinants to influence on brand loyalty. These results justify use of brand personality in coffee shop to improve indirectly customers’ brand loyalty to recommend through increasing brand personality. Secondly, the results suggest that marketers who are trying to understand their customer must consider brand personality.<BR> Thus, through this study, the potential of researchers who want to study the material will be leading a meaningful and practical planning of marketers who will likely be useful guidelines." @default.
- W3006798678 created "2020-03-06" @default.
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- W3006798678 date "2020-01-31" @default.
- W3006798678 modified "2023-09-25" @default.
- W3006798678 title "The Relationship Among Brand Personality, Brand Attitude and Brand Royalty of the Coffee Shop" @default.
- W3006798678 doi "https://doi.org/10.31336/jtlr.2020.1.32.1.275" @default.
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