고객이 인지하는 마케팅믹스활동이 브랜드이미지와 브랜드 충성도에 미치는 영향

Effect of Consumers' Perceived Marketing Mix Activities on Brand Image and Brand Loyalty: Focusing on Marketing Mix Activities of Starbucks

The purpose of this study is to identify how marketing activities have effect on brand equity. The customers' perception regarding marketing mix activities of coffee speciality brand affect its brand image and brand loyalty, two main components of brand equity. The current study used four traditional marketing-mix components: product, price, place, and promotion. Data were collected from 413 university students in Seoul. The results show that product and place had a positive effect on brand image, while product, price and promotion had a positive effect on brand loyalty. Also, brand image affirmatively influenced brand loyalty. Results suggest that marketers need to focus on developing products to keep up with consumers’ needs to improve brand equity in coffee specialty store rather than focus on promotion such as advertising that cost amount.