디저트 카페의 고객기반 브랜드 자산이 브랜드 신뢰, 브랜드 사랑 및 브랜드 충성도에 미치는 영향 - Z세대를 중심으로 -
The Impact of Dessert Cafe Customer-Based Brand Equity on Brand Trust, Brand Love and Brand Loyalty - Focusing on Generation Z -
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This study aims to empirically analyze the influence of dessert café brand equity on brand trust, brand love, and brand loyalty, focusing on Generation Z, a demographic group that has been relatively under-researched. A survey was conducted with 297 respondents, and six hypotheses were tested using structural equation modeling (SEM). The model fit of the structural equation was found to be at an acceptable level. The results of the hypothesis testing showed that the components of brand equity brand image, perceived quality, and brand awareness had a significant positive (+) influence on brand trust, in that order. Additionally, brand trust positively influenced both brand love and brand loyalty, and brand love also had a significant effect on brand loyalty.
Abstract
This study aims to empirically analyze the influence of dessert café brand equity on brand trust, brand love, and brand loyalty, focusing on Generation Z, a demographic group that has been relatively under-researched. A survey was conducted with 297 respondents, and six hypotheses were tested using structural equation modeling (SEM). The model fit of the structural equation was found to be at an acceptable level. The results of the hypothesis testing showed that the components of brand equity brand image, perceived quality, and brand awareness had a significant positive (+) influence on brand trust, in that order. Additionally, brand trust positively influenced both brand love and brand loyalty, and brand love also had a significant effect on brand loyalty.