This study aimed to explore how brand identification may affect consumer-brand relationship and brand loyalty in the Korean domestic coffeehouse franchise market and whether there is difference between the relationships between those variables for dif...
This study aimed to explore how brand identification may affect consumer-brand relationship and brand loyalty in the Korean domestic coffeehouse franchise market and whether there is difference between the relationships between those variables for different levels of brand knowledge. The results revealed that coffeehouse chain brand identification perceived by consumers have significant influence on consumer-brand relationship and brand loyalty, and the stronger consumer-brand relationship, the greater brand loyalty is likely to be. Also, it was found that the moderating effect of brand knowledge level on the relationship between brand identification and brand loyalty was significant. Building on the results, the study provided practical implications for coffee shop franchise marketers interested in securing loyal customers and ensuring more efficient sales growth as well as offered valuable information for setting up right directions for marketing strategies and goals.