Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops

By HakJun Song, JunHui Wang, Heesup Han. International Journal of Hospitality Management, 2019

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Abstract This research aimed to identify structural associations among image, satisfaction, trust, lovemarks (love and respect for a particular brand) and brand loyalty for name-brand coffee shops. A total of 401 pieces of data were analyzed through the SPSS and AMOS statistical packages. It was found that customers’ brand love and respect significantly moderated the relationship between trust and brand loyalty, suggesting that the theory of lovemarks is useful to explore the development of generating brand loyalty. It was also shown that brand image was a helpful originator of satisfaction and trust. Moreover, satisfaction affected trust, and brand loyalty and trust were positively related to brand loyalty. The current research contributed to the literature, empirically theorizing brand loyalty formation in the name-brand coffee shop industry.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/6fb5a845b12e13badd74641b91041933d924bab7