Examining the Role of Image Congruence in Inducing Customers’ Emotional Responses and Loyalty in the Coffeehouse Industry: The Moderating Role of Face Consciousness

• 발행기관: 한국자료분석학회
• 저자명: Juhee Kang Hwan-Eui Lee Sunghyup Hyun
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.13 No.4, 1721~1734쪽, 전체 14쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2011.08.30

영문 초록

Due to its rapid growth, brand coffeehouse market has gained significant attention from scholars and practitioners. This research empirically investigated how customers become loyal to a particular brand coffeehouse. Based on a literature review, this study developed a structural model that links image congruence (social and ideal social image congruencies) and brand loyalty (cognitive, affective, and conative loyalty). Emotional responses and satisfaction were also applied in this model to explain customer decision-making process. 349 coffeehouse patrons were participated in this study. From the results, customer emotion and satisfaction were influenced by both social and ideal social image congruencies. The effect of ideal social image on satisfaction was greater with customers with face consciousness. Moreover, this study found direct relationships among emotional responses, satisfaction, and brand loyalty components. Based on the findings, theoretical/managerial implications were discussed.

목차

1. Introduction

2. Theoretical Background

3. Model and Hypothesis

4. Methods

5. Findings

6. Discussions and Implications

References

키워드

Social Image congruence Ideal Social Image Congruity Emotional Responses Satisfaction Brand loyalty Structural Equation Model Coffeehouse