Coffee House Consumers’ Value Perception and Its Consequences: Multi-Dimensional Approach

Kwangyong Kim, Hyun-jun Choi and Sunghyup Sean Hyun
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Kwangyong Kim: Korean Standards Association, 5, Teheran-ro 69-gil, Gangnam-gu, Seoul 06152, Korea
Hyun-jun Choi: Department of Hotel and Foodservice Management, Cheong Ju University, 298 Daesung-ro, Cheongwon-gu, Cheong Ju, Korea
Sunghyup Sean Hyun: School of Tourism, Hanyang University, 17 Haengdang-dong, Seongdonggu, Seoul 04763, Korea

Sustainability, 2020, vol. 12, issue 4, 1-9

Abstract: This research paper explored the causal relationship between consumers’ brand value perception, brand credibility, brand prestige, and other consequential outcome variables. The conceptual relationships were described into a potential theoretical research model. The potential theoretical model was empirically assessed using structural equation-based modeling analysis using the survey data obtained from 309 coffee drinkers in United States. The data analysis outcomes revealed that utilitarian-related value perception creates consumers’ brand credibility. Moreover, coffeehouse consumers’ hedonic value perception and social value perception increase brand prestige perception. This study revealed that consumers’ credibility perception and perceived prestige level has direct/indirect influence on perceived brand trust, commitment, and loyalty. Based upon the research findings, suggestions for the industry and future studies are provided.

Keywords: utilitarian value; hedonic value; social value; brand commitment; behavioral loyalty; brand credibility; brand prestige; coffeehouse (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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