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Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops
Content Provider | MDPI |
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Author | Kim, Heather Markham Ryu, Kisang |
Copyright Year | 2021 |
Description | 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. |
Starting Page | 11413 |
e-ISSN | 20711050 |
DOI | 10.3390/su132011413 |
Journal | Sustainability |
Issue Number | 20 |
Volume Number | 13 |
Language | English |
Publisher | MDPI |
Publisher Date | 2021-10-15 |
Access Restriction | Open |
Subject Keyword | Sustainability Tourism, Leisure, Sport and Hospitality Information and Library Science Robotic Coffee Shops Image Congruence Brand Attitude Brand Attachment Brand Loyalty |
Content Type | Text |
Resource Type | Article |