The influence of brand equity of bakery cafe on brand satisfaction and brand loyalty

Existing coffee shops and bakeries have single-industry products as their main products, which limits sales growth. Accordingly, bakery cafes that combine beverages and bakery products are gaining popularity, and competition is also becoming fierce. To overcome this, bakery cafes are trying to develop brand assets that can differentiate themselves by showing brand identity along with various menus. A study that was conducted to determine the effect of the successful formation of such brand assets on brand satisfaction and loyalty found that the brand assets of bakery cafes had a positive effect on brand satisfaction and loyalty. In particular, among the sub-factors of brand assets, brand image had a positive effect on brand satisfaction, and brand quality had a positive effect on brand loyalty. Therefore, bakery cafes should form brand assets for successful management and marketing, and in the short term, focus on increasing brand satisfaction through a positive and differentiated brand image, and in the long term, continuously improve brand quality to induce brand loyalty that can result in repeat purchases and word-of-mouth effects. The significance of this study lies in verifying the importance of actual brand assets in the bakery café sector through brand research for the management and marketing of bakery cafés, which is lacking in the food service industry. Future research should continue to conduct research on various brands in the bakery café sector.