Abstract
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.
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