커피전문점의 브랜드 개성이 브랜드 충성도와 애착에 미치는 영향 연구

This research mainly focuses on the expanding role of coffee shop from a place to simply consume coffee to a more socio-cultural space, alongside the general growth in the coffee franchise market. This research conducted a survey on 254 subjects who are university students in Seoul and Kyonggi Province. By setting the brand personality of coffee franchise as an independent variable, brand loyalty and attachment as dependent variables, this study attempts to identify the relations between the variables as well as analyze customers’ differential preferences on brands and their moderating effects. To analyze the adjustment effect of a particular brand, Multilevel Confirmatory Factor Analysis (MCFA) and Multigroup Structural Equation Model (MSEM) was conducted. This research is unique in that it focuses on the coffee franchise brand itself, beyond the conventional research that were more focused on other factors like the physical environment or the quality of service, and this approach would potentially be useful for coffee franchises' marketing strategy especially in the fast-changing customer demands in the coffee franchise industry.