브랜드 동일시의 매개효과를 중심으로 한 커피전문점 브랜드 개성이 만족과 충성도에 미치는 영향

The Influence of Brand Personality on Satisfaction and Loyalty in Coffeeshop Industry: A Focus on the Mediating Effect of Brand Congruency

Coffee industry has been growing continuously and the coffeeshop brand(such as Starbucks etc.) became a trend for the young generation to express their social class and personal characteristics. At first, this study was to identify whether coffeeshop brand personality factors influence brand congruency, satisfaction and loyalty. Second, it also tried to verify the mediating role brand congruency which might work in between brand personality and brand attitude. Data were collected using a web survey method from 300 coffeeshop users on July 2010. Results of regression analyses showed that 'honest·rationality' and 'high-class·sophisticated' factor of coffeeshop brand personality influenced brand congruency, satisfaction and loyalty positively. Results of hierarchical mediation regression analyses verified the mediation role of brand congruence, which suggested that some brand personality factors improved satisfaction and loyalty through brand congruency. Limitations and future research directions were discussed.