Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

Heather Markham Kim and Kisang Ryu
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Heather Markham Kim: Department of Foodservice Management, The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea
Kisang Ryu: Department of Foodservice Management, The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea

Sustainability, 2021, vol. 13, issue 20, 1-15

Abstract: This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

Keywords: robotic coffee shops; image congruence; brand attitude; brand attachment; brand loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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