Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory

This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop.

To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages.

The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love.

The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop.

This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.