Journal of Hospitality & Tourism Research ( IF 4.2 ) Pub Date : 2020-12-17 , DOI: 10.1177/1096348020980058 Soon-Ho Kim 1 , Minseong Kim 2 , Stephen Holland 3 , Kyle M. Townsend 1
Based on a well-established framework, this study proposes and tests a model that attempts to understand the dynamic relationships among three dimensions of brand authenticity (i.e., quality commitment, heritage, and sincerity), two dimensions of brand trust (i.e., brand reliability and brand intention), brand affect, and brand loyalty among coffee shop customers. The verified model confirmed that all aspects of brand authenticity had significant effects on brand reliability and brand intention. Two aspects of brand trust had positive effects on brand affect and brand loyalty. Last, brand affect was, in turn, positively associated with brand loyalty. This research suggests that coffee shop brand managers may be well served by focusing on developing and strengthening brand authenticity and brand trust.
中文翻译:
韩国咖啡店市场中基于消费者的品牌真实性和品牌忠诚度中的品牌信任
在一个完善的框架的基础上,本研究提出并测试了一个模型,该模型试图理解品牌真实性三个维度(即质量承诺,传承和诚意)与品牌信任两个维度(即品牌可靠性)之间的动态关系。和品牌意图),品牌影响力和咖啡店客户之间的品牌忠诚度。验证的模型证实,品牌真实性的各个方面都对品牌可靠性和品牌意图产生重大影响。品牌信任的两个方面对品牌影响力和品牌忠诚度都有积极影响。最后,品牌影响力又与品牌忠诚度成正相关。这项研究表明,通过专注于发展和加强品牌的真实性和品牌信任度,咖啡店的品牌经理可以得到很好的服务。