브랜드 개성이 소비자-브랜드 관계와 소비자만족 및 브랜드 충성도에 미치는 영향

The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks

The purpose of this research is to investigate the effect of Starbucks' brand personality on consumer-brand relationships, consumer satisfaction, and brand loyalty. Another purpose is to examine the mediating role of the consumerbrand relationship between brand personality and consumer satisfaction and brand loyalty. A convenience sample of 340 customers who have visited a Starbucks coffee shop at least one time was analyzed. The study's findings show that brand personality had a positive effect on the consumer-brand relationship and consumer satisfaction. The consumer-brand relationship also positively influenced consumer satisfaction and brand loyalty. Further, consumer satisfaction positively influenced brand loyalty. However, brand personality had an indirect effect on brand loyalty through the consumerbrand relationship. This study also found that consumer-brand relationships play an important role in mediating between brand personality and consumer satisfaction and brand loyalty. The theoretical and practical implications are discussed for the coffee shop market.