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

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.