Coffee Shop Brand Research Articles

The more I know, the more I engage: consumer education's role in consumer engagement in the coffee shop context

PurposeThe present study examines the potential association between the company's efforts on consumer education and consumer engagement and addresses the implications of this link in strategic decision-making.Design/methodology/approachThe coffee shop industry serves as the context for testing the probable effect of education on creating more engaged consumers. To achieve this objective, regular coffee drinkers were asked to evaluate the education efforts of their favourite coffee shop and their level of engagement was assessed. Education and engagement were assessed using previously developed scales constituting a 32-item scale. The responses of 122 subjects were used in the analysis.FindingsConsumer education, both firm specific and market related, are found to be related to engagement within a coffee shop context. Findings might suggest alternative strategies within coffee shop brands to enhance their educational efforts to increasing their consumer's engagement levels, which might ultimately result in more loyal customers.Practical implicationsThe association between consumer education and consumer engagement is relevant when engagement is identified as a powerful predictor of several desired behavioural outcomes, such as satisfaction, word of mouth and loyalty. The possibility of education influencing consumer engagement might highlight an alternative strategy for companies pursuing higher engagement levels.Originality/valueAlthough both constructs, education and engagement, have been previously used to analyse a set of different phenomena, the present study is perhaps the first to address a potential correlation between the two.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

비주얼 메타포(visual metaphor)적 표현 요소가 적용된 브랜드 커피전문점 공간 디자인에 관한 연구

The value and role of design have become an important competitive force in today’s society, as can be said to be the age of popularization of design. Brand coffee shops have seen faster growth in recent years than other industries, and the coffee industry has seen consumers compare and analyze coffee shop brands and sales floor space, showing a variety of preferences.BRThe research has shown that visual metaphors applied to brand coffee shops have a relationship with brand coffee shops, and the impact on consumers is as follows:BRFirst, the application of visual metaphors in the brand coffee shop space is a means of brand marketing and a means of expression suitable for expressing discrimination from competitive brands.BRSecond, the expression

KONSUMERISME MAHASISWA TERHADAP STARBUCKS COFFEE DALAM KERANGKA TEORI FETISISME KOMODITAS DAN MOTIVASI HEDONIS

<p><em>The rise of coffee shop business in Indonesia makes both global and local brands also compete to reach the position in the minds of consumers. An interesting phenomenon is that there are many students who participate in it. Though a serving of coffee sold at a price that is not cheap, given that not all students have a status of side jobs. One coffee shop brand most widely mentioned when done pre-test is Starbucks Coffee.</em></p><p><em>Using qualitative research methods with case study designs, this study interviewed 20 informants who were all active students from several universities in Jakarta. The impact of the pattern of life on the basis of commodity fetishism, the consumerism accumulated in the lifestyle can lead to an avid or in the formal language of hedon to continue to desire for material satisfaction. The emergence of this on the basis of the motivation, which is referred to as hedonic motivation.</em></p><p><em>For this reason this research wants to know how student consumerism toward Starbucks Coffee in the framework of commodity fetishism theory and hedonis motivation in order to help advance the local products that move in the field of culinary, especially coffee drinks.</em></p><p><strong><em>Keywords</em></strong><em>: brand, commodity fetishism, consumerism, hedonic motivation.</em></p>

Drivers of brand loyalty in the chain coffee shop industry

The present study aimed to examine patrons’ loyalty generation process for a chain coffee shop brand by considering the role of cognitive drivers, affective drivers, brand satisfaction, and relationship commitment. A field survey was conducted in chain coffee shops located in the popular shopping districts of a metropolitan city in South Korea. The proposed model was evaluated by using a structural equation analysis. The results revealed that cognitive and affective factors were in general significantly interrelated; such associations along with brand satisfaction and relationship commitment significantly influenced brand loyalty; and, the brand satisfaction was the most important contributor to building brand loyalty. In addition, the mediating role of study variables was identified. Overall, the proposed theoretical framework contained a sufficient level of explanatory power for brand loyalty. With a lack of research about coffee shop customers’ purchasing behavior, the findings can be meaningfully used for the enhancement of customer loyalty.

PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DI GERAI STARBUCKS COFFEE (Studi Pada Konsumen Domestik Starbucks Coffee di Wilayah Bali)

The purpose of this study is to determine the effect of brand equity elements on purchasing decisions from the coffee shop brand Starbucks Coffee. The number of samples taken as many as 100 respondents taken from several outlets located in the area of ??Bali, with the method of non-probability sampling. Data collection was done through questionnaire distribution. The analysis technique used is multiple regression. Based on the results of research, it is suggested that the management and marketing department of the company especially from the company brand Starbucks Coffee to maintain the existing brand equity variables in order to improve purchasing decisions on the brand Starbucks Coffee.
 
 Keywords: brand equity, purchasing decision

브랜드 커피전문점 이용의도 형성과정에 관한 연구 : 전환비용의 조절효과 중심으로

브랜드 커피전문점 이용의도 형성과정에 관한 연구 : 전환비용의 조절효과 중심으로

Exploring local vs global brand associations in an emerging market using BCM technique

PurposeThe purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.Design/methodology/approachTwo leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.FindingsThe results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.Research limitations/implicationsThe main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.Originality/valueThis study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.

The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks

This study investigates the effect of the Brand Equity on the Customer Satisfaction and the Brand Loyalty of Starbucks and Excelso coffee shops’ customers. Starbucks is the strongest competitor of Excelso. Data used in this study was primary data which were collected through closed questionnaires with 1-5 Likert scale. A sample of this study was 270 respondents; 135 respondents for each brand. The study used Structural Equation Modelling (SEM) operated by LISREL program to analyze the hypothesis. The results of this study showed that The Physical Quality, the Ideal Self-Congruence, and the Lifestyle Congruence have a positive and significant impact on the Customer Satisfaction on Excelso and Starbucks. Staff behaviour only have a positive and significant impact on the Customer Satisfaction in the Excelso; whereas, brand identification only have a positive and significant impact on the Customer Satisfaction in the Starbucks. However, in both of coffee shop brand, the Consumer Satisfaction have a positive and significant impact on the Brand Loyalty.

글로벌 프랜차이즈 커피전문점의 브랜드 포지셔닝에 관한 연구

The purpose of this study is to investigate positioning strategy according to global franchise coffee shop brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the coffee shop brands. As a result, the results show that six factors (employee’s service, brand image, physical environment, marketing, coffee quality, and accessibility) were extracted from Exploratory Factor Analysis that contains twenty seven questions related to service quality of coffee shop. Second, Discriminant Analysis revealed that three factors out of six including brand image, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of five brands were identified.

Making Up Lost Ground: The Relative Advantage of Achieving Relationship Marketing Outcomes Versus Time-In-Market Effects

ABSTRACTThe authors study the time-in-market phenomenon among Kuwait coffee shops. Data was collected from more than 600 users of 39 separate coffee shop brands in the Kuwait market. The evidence does not support a direct effect for time-in-market impact on market share. The evidence does, however, show an interaction effect, with time-in-market interacting with relationship marketing (RM)-related consumer outcome measures to influence market share. Specifically, (1) coffee shops in the market longer and that exhibit higher levels of consumer preference exhibit higher market shares, and (2) coffee shops in the market for a shorter period, yet with higher rates of consumer trial, also exhibit higher market shares. Additionally, evidence shows that two RM outcomes (the percentage of respondents that include a retailer in their brand repertoire and the percentage of respondents indicating a preference for a given retailer) are positively related to market share. Therefore, time-in-market may not be as important in this setting as RM efforts to establish consumer trial and preference.

Study on the Effects of Shop Choice Properties on Brand Attitudes: Focus on Six Major Coffee Shop Brands

Study on the Effects of Shop Choice Properties on Brand Attitudes: Focus on Six Major Coffee Shop Brands

A Study on the Effect of the Consistency in the Brand Characteristics Consumer Characteristics, and the Visual Identity Characteristics on theBrand Attachment - Focusing on the Coffee Shop Brand ‘StarBucks’ -

A Study on the Effect of the Consistency in the Brand Characteristics Consumer Characteristics, and the Visual Identity Characteristics on theBrand Attachment - Focusing on the Coffee Shop Brand ‘StarBucks’ -

A Perceptual Mapping of Coffee Shop Brands and Preference Attributes

A Perceptual Mapping of Coffee Shop Brands and Preference Attributes

A Perceptual Mapping of Coffee Shop Brands and Preference Attributes

A Perceptual Mapping of Coffee Shop Brands and Preference Attributes