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The effects of brand identity of starbucks coffee speciality store on brand trust of customers, brand attachment, revisit intention, and word of mouth intention

스타벅스 커피전문점의 브랜드 아이덴티티가 고객의 브랜드신뢰도, 브랜드애착, 재방문의사 및 구전의도에 미치는 영향

  • Lee, Jeong-Sook (Dept. of Hotel, Tourism & Foodservice Management, Dong-eui University)
  • 이정숙 (동의대학교 호텔.관광.외식경영학과)
  • Received : 2017.09.28
  • Accepted : 2017.12.20
  • Published : 2017.12.28

Abstract

The purpose of this study is to examine the effects of brand identity of coffee specialty stores on customer 's brand trust of customers, brand attachment, revisit intention, and word of mouth intention. A survey was conducted and 342 copies were used in the analysis of the structural equation model. As a result of the study, the brand identity was proved to have a positive effect on brand trust. In addition, brand trust has a positive effect on brand attachment, indicating that it affects affection on the brand depending on the degree of trust on the brand. Brand attachment had a positive influence on revisit intention and positive influence on word of mouth intention. Therefore, the proper construction of brand identity is linked to the acquisition of fixed customers by linking with the intention of repurchase, and it affects the profit generation of brand, so the brand manager can confirm that proper establishment of brand identity and marketing strategy should be set up.

Keywords

Brand Identity;Brand Trust;Brand Attachment;Revisit Intention;Word-of-mouth Intention;Starbucks

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