A Study on Effect of Experience Value on Brand Association and Loyalty in Bakery Cafe

Objective : The purpose of this study is to provide a theoretical basis for improving management performance in the future by providing useful data for securing loyal customers for sustainable management and providing basic data for establishing differentiated marketing strategies. Methods : This study conducted an online survey in August 2024 to collect data, adopted a total of 301 questionnaires, and analyzed them as effective samples Then, this study used SPSS Statistics 23.0 to conduct frequency analysis, factor analysis, trust analysis, and multiple regression analysis. Results : According to hypothesis test results, it was found that the experience value had a positive and significant influence on brand association and loyalty. In addition, brand association had a positive and significant influence on loyalty. Implications : The brand association and experience value for bakery cafes significantly affected the attitude and behaviorial loyalty, and it suggests that building a strong brand association is important to secure loyal customers for sustainable management and provide various experience values to customers.