Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Mediating Effect of Brand Trust on the Relationship between Brand Value and Brand Loyalty in the Dessert Cafes

디저트 카페의 브랜드 가치와 브랜드 충성도 관계에 브랜드 신뢰의 매개효과

  • Kwon, Ki-Wan (Dept. of Hotel Culinary Art, Seoyeong University) ;
  • Choi, Ik-Jun (Dept. of Culinary and Food Service Management, Sejong University) ;
  • Kim, Kyoung-Eun (Dept. of Culinary and Food Service Management, Sejong University)
  • 권기완 (서영대학교 호텔조리학부) ;
  • 최익준 (세종대학교 조리외식경영학과) ;
  • 김경은 (세종대학교 조리외식경영학과)
  • Received : 2017.07.03
  • Accepted : 2017.07.18
  • Published : 2017.08.31
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Abstract

This study aims to analyze the relationships among brand value, brand trust, and brand loyalty of dessert cafes and to verify the mediating effect of brand trust in the relationship between brand value and loyalty. This study targeted eight dessert cafes located in Seoul, and a survey with customers aged 20 or over was conducted over 11 days from April 10th to 21th, 2017. A total of 230 self-administered questionnaires were distributed, and 205 questionnaires (89.13%) were included for the data analysis after the exclusion of 25 incomplete and unreliable responses. Every data used for analysis went through frequency analysis, reliability test, exploratory factor analysis, simple regression analysis, multiple regression analysis, mediator effect analysis, and Sobel test using the SPSS 18.0 analysis program. The study results revealed that brand value had a significant positive relationship to brand trust, and brand trust had a significant positive relationship to brand loyalty. Also, brand value had a significant positive relationship to brand loyalty, and brand trust mediated the relationship between brand value and loyalty. Based on these findings, the discussion to enhance brand loyalty of dessert cafes were suggested.

Keywords

References

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