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Changes of Coffee Consumption Behaviors in Korea: The Effects of Image Congruity Toward Brand Name Coffee Shops on Customer Attitude and Repurchase Intention
Apparel, Events and Hospitality Management Conference Proceedings and Presentations
  • Juhee Kang, Iowa State University
  • Liang Tang, Iowa State University
  • Robert Bosselman, Iowa State University
Document Type
Conference Proceeding
Conference
Proceedings of the 16th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
Publication Date
1-1-2011
Geolocation
(29.7601927, -95.36938959999998)
Abstract

This study attempts to apply the theory of image congruity to the context of brand coffee shops. The purpose of this stuy is to examine the effects of self-congruity and functional congruity on customer attitude and repurchase intention. This study also aims to investigate moderator effects of customer experience on attitude toward brand coffee shops to understand customer decisionmaking. Results confirm that higher degrees of self-image congruity toward a coffee shop directly influence a positive attitude toward the store—thus, affect high intention to repurchase. However, moderator effects of prior experience on customer attitude and behaviors were not found. In the brand coffee shop industry, marketers need to focus on improving store image to meet the image of their target customers.

Comments

This manuscript is of a proceeding in Proceedings of the 16th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism 2011: pp. 1-14. Posted with permission.

Copyright Owner
Juhee Kang, et al
Language
en
Citation Information
Juhee Kang, Liang Tang and Robert Bosselman. "Changes of Coffee Consumption Behaviors in Korea: The Effects of Image Congruity Toward Brand Name Coffee Shops on Customer Attitude and Repurchase Intention" Houston, Texas(2011)
Available at: http://works.bepress.com/drbob/19/