커피전문점의 친환경 경영활동이 브랜드 이미지 및 브랜드 충성도에 미치는 영향

The Effects of Eco-Friendly Management Activities on Brand Image and Brand Loyalty

The purpose of this study is to help coffee shops actively participate in eco-friendly management and establish strategic plans. In this study, the research model was structurally designed to analyze the effect of eco-friendly management activities of coffee shops on brand image and brand loyalty. First, the relationship between brand image and brand loyalty was analyzed by classifying eco-friendly management activities of coffee shops into three factors. And it was verified whether brand image directly affects brand loyalty. The results of the analysis are as follows: First, the three factors of eco-friendly management activities have a significant positive effect on brand image. Second, the three factors of eco-friendly management activities were found to have a significant positive effect on brand loyalty. Third, as a result of verifying the hypothesis that brand image would have a significantly positive (+) effect relationship with brand loyalty, a significant causal relationship was confirmed. In conclusion, it is suggested that the use of brand image as a marketing and customer acquisition means can positively affect the purchase intention of coffee shop customers.