Relationship between brand experience, brand personality, brand prestige, brand trust and brand loyalty: an empirical study of coffee house brands

Abstract

This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in he coffeehouse industry. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluatedased on responses from 387 coffeehouse customers using comminatory factor analysis from Amos and Correlation, regression, descriptive and reliability through SPSS Software accordingly. Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and brand loyalty. Brand relationship quality directly and indirectly influenced brand loyalty. The data were collected from coffeehouse customers in the Cities of Islamabad and Rawalpindi, Pakistan; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige. To enhance the coffeehouse brand prestige, it is critical to enhance patrons' experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/ behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness. This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.