The Structural Relationship among Customer-Based Brand Equity, Brand Attachment, Brand Loyalty, and Continuous Use Intention of Private Brand Coffee Shop

This study conducted an empirical analysis to present the marketing direction that can have the differentiation and efficiency of large private brand coffee shops through a study on the effect of brand attachment formed by the brand assets of large private brand coffee shops on brand loyalty and consumer continuous use intention survive and have functionality in fierce competition among coffee shops.As a result of the empirical analysis, it was found that brand recognition, brand trust, and brand image of brand assets all had a statistically significant positive (+) effect on brand attachment.It was found that brand attachment had a statistically significant positive (+) effect on both brand loyalty and continuous use intention.In addition, brand loyalty was found to have a statistically significant positive (+) effect on continuous use intention.The implications of the above research results are as follows.First, the stronger the brand attachment, the higher the brand loyalty and intention to continue using it, so large private brand coffee shops will have to make efforts to strengthen their brand assets.Second, it is necessary to convey that the brand value of large personal brand coffee shops is not limited to product sales and to induce customers to sympathize with the value of large private brand coffee shops.Third, large private coffee shops should allow customers to participate in the brand and feel a sense of belonging.