커피전문점의 브랜드 편익이 지각된 브랜드 가치와 관계지속의도에 미치는 영향

The Effects of Cafe’s Brand Benefits on Perceived Brand Values and Relationship Continuance Intention

The number of cafe is more than 88,000 nowadays in S. Korea. It makes managers operating the cafe fiercely compete to survive. To survive the market, a director of a cafe has to approach the way of managing the cafe in the brand viewpoint. The branding of a cafe is the presentation of it to the public in a way that makes it easy for consumers to recognize or identify. It can be useful to attract consumers to a shop and create consumer loyalty. Therefore, this study analyzed the relation among cafe’s brand benefits, perceived brand values and relationship continuance intention, and suggested the strategies for brand building of cafe and promoting intention of consumer to visit continuously. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, and 217 valid samples were used for this study. SPSS 18.0 for Windows was used for the empirical analysis. The results from the analysis are as follows; First, perceived utilitarian brand value affects more on relationship continuance intention than perceived hedonic brand value in a positive direction. Second, cafe’s brand benefits affect significantly on perceived utilitarian brand value and perceived hedonic brand value in a positive direction. Third, cafe’s brand benefits affect on relationship continuance intention. This study suggests strategies stemming from the empirical findings for the effective branding cafe and further research subjects. The limitations of this study are discussed as well.