Abstract
This study explored brand personality dimensions and examined the effects of brand personality on repurchase intentions. Starbucks and 85 Degrees, the two largest branded coffee chains in the Taiwanese hospitality market, were taken as examples. The results indicated the existence of a five-factor model of brand personality for both Starbucks and 85 Degrees. Starbucks was perceived as being exciting, sophisticated, and sincere; 85 Degrees was perceived as being exciting. More importantly, the perceived personality traits of Starbucks and 85 Degrees can positively influence repurchase intentions. Finally, this study provides specific suggestions for practitioners in developing appropriate strategies for hospitality brands.
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