Consumer-Based Brand Authenticity and Brand Trust in Brand Loyalty in The Korean Coffee Shop Market

Bibliographic Data

ID21652889
AuthorsSoon‐Ho Kim (0000-0003-0507-3113, Georgia State University), Soon-Ho Kim (Georgia State University), Minseong Kim (0000-0001-9148-8061, Louisiana State University in Shreveport), Stephen Holland (0000-0001-8424-7390, University of Florida), Steven M Holland (0000-0003-3207-5464, University of Florida), Kyle M Townsend (Georgia State University), Kyle Townsend (Georgia State University)
Year2021
Volume45
Issue3
Pages423-446
Publication date2021-03-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Hospitality & Tourism Research (JOURNAL)
Journal identifiersISSN: 1096-3480 • E-ISSN: 1557-7554
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/1096348020980058
OpenAlexW3113019122
LanguageEN
Citations received10
References cited45

Based on a well-established framework, this study proposes and tests a model that attempts to understand the dynamic relationships among three dimensions of brand authenticity (i.e., quality commitment, heritage, and sincerity), two dimensions of brand trust (i.e., brand reliability and brand intention), brand affect, and brand loyalty among coffee shop customers. The verified model confirmed that all aspects of brand authenticity had significant effects on brand reliability and brand intention. Two aspects of brand trust had positive effects on brand affect and brand loyalty. Last, brand affect was, in turn, positively associated with brand loyalty. This research suggests that coffee shop brand managers may be well served by focusing on developing and strengthening brand authenticity and brand trust

Advertising · Brand awareness · Brand equity · Brand extension · Brand Loyalty · Brand management · Business · Corporate branding · Sincerity · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing

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