Abstract
ABSTRACT This study examines the relationship between brand love and brand happiness, and further examines the relationships between brand happiness, willingness-to-pay premium price, switching behavior, brand evangelism, and brand forgiveness. The proposed conceptual model and the accompanying hypothesized relationships were put to the test using structural equation modeling (SEM) in accordance with the two-step modeling approach. A self-administered online survey was employed to collect data from 564 customers who had experience with the Starbucks brand in Thailand. The findings of this study showed that brand love positively influences customers’ brand happiness. Moreover, brand happiness positively influences customers’ willingness-to-pay premium prices, brand evangelism, and brand forgiveness. However, the relationship between brand happiness and switching behavior was not significant. The research has implications regarding the consequences of brand love and recommends implications for coffee shop branding strategy.
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