브랜드체험이 브랜드 이미지, 태도 및 충성도에 미치는 영향 : 중국 북경지역의 커피전문점을 중심으로

The purpose of this study is to identify the impact of four factors (sensory experiences, affective experiences, cognitive experiences and physical experiences) of brand experience on brand image and brand attitude on consumers using Chinese coffee shops, and to verify that brand image and brand attitude affect brand loyalty through brand experience. A total of 302 copies of the survey were used for the statistical analysis of consumers using coffee shops in Beijing, China. Data analysis performed frequency analysis, exploratory factor analysis, reliability analysis, and correlation using SPSS 23.0, and hypothesis verification, CFA and SEM using AMOS 23.0. The results are as follows: first, among the brand experience factors, the cognitive, sensory, and physical experiences influence the brand image, and the affective and sensory experiences positively affect the brand attitude. Second, it was found that brand image, which is formed through the brand experience factors, influences both brand attitude and loyalty, but has more influence on brand loyalty than brand attitude. Third, brand attitude influences brand loyalty and it is found that it serves as a parameter role between brand experience and brand loyalty. Therefore, for the establishment of brand loyalty, the results provide various aspects of brand experience that affect brand image and attitude.