Antecedents and consequences of brand equity: Evidence from Starbucks coffee brand

Yu Xuan Ren, Yunseon Choe, Hak Jun Song

Research output: Contribution to journalArticlepeer-review

Abstract

This study aims to investigate the effects of coffee brand service quality and customer experience on brand equity, brand personality, and brand reputation. To achieve this purpose, the proposed research model was examined with structural equation modeling using R. Empirical analysis indicates that brand personality and brand reputation are determined by brand equity, which is formed by customer experience explained by service quality. Specific service quality factors that affect customer experience are interaction and result qualities. However, physical environmental quality did not have a statistically significant effect on customer experience. Analysis results suggest that the personality, reputation, and equity that customers have in a coffee brand can be enhanced by customer experience through service quality. The results of this research support the idea of needing to compete with strong brands and how marketing and management tactics around service quality and customer experience can help a company compete.

Original languageEnglish (US)
Article number103351
JournalInternational Journal of Hospitality Management
Volume108
DOIs
StatePublished - Jan 2023

Keywords

  • Brand equity
  • Brand personality
  • Brand reputation
  • Customer experience
  • Service quality
  • Starbucks coffee brand

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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