Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty

Abstract

PurposeThis study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry.Design/methodology/approachValidated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly.FindingsBrand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty.Research limitations/implicationsThe data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige.Practical implicationsTo enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness.Originality/valueThis study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.