Do You Drink Coffee, or Brand? Brand Effect on Consumers' Liking and Emotional Responses to Instant Coffee Among Korean Consumers

ABSTRACT The impact of correct and incorrect brand information on consumer preferences and emotional responses to premium and budget instant coffee products was investigated. Acceptance ratings, just‐about‐right scale for sensory attributes, and emotion response profiles were used to explore product quality and brand information influence on sensory evaluations. A significantly stronger brand effect was noted for premium products, compared with that of intrinsic attributes on consumer preference and emotions. Premium product showed high acceptance ratings and positive emotional responses when brand information was correct. Budget products showed a strong reliance on intrinsic qualities. The penalty analysis indicated that the products had different attributes requiring improvement based on brand information, highlighting the association between premium brand expectations and product quality. Leveraging brand information for premium brands is important to enhance consumer satisfaction and emotional engagement. Economic brands should focus on improving their intrinsic qualities.