Modeling Customer-Based Brand Equity and Perceived Price in Coffee Chain Stores

Competition in the Taiwan coffee outlet industry has intensified due to the invasion of international (e.g. Starbucks) and local (e.g. 85℃ Café, Donutes) chain coffee outlets in recent years. Therefore, the purpose of this study was to construct and verify the model of customer-based brand equity, perceived price, and customer loyalty. A self-administrated questionnaire was design to test the relationship of customer-based brand equity, perceived price, and customer loyalty. Purposive sampling was utilized to obtain the samples. In order to obtain the samples more effectively, it’s planned to reach the consumers in Starbucks and 85℃. For data analysis, confirmatory factor analysis (CFA) will be employed to examine the fitness of factorial structure, and structural equation model (SEM) will be used to prove this model. The paper bears significant theoretical and practical results.