نقش عشق و احترام در شکل گیری وفاداری برای رستوران های برند معروف
ترجمه نشده

نقش عشق و احترام در شکل گیری وفاداری برای رستوران های برند معروف

عنوان فارسی مقاله: اثر تصویر، رضایت، اعتماد، عشق و احترام در شکل گیری وفاداری برای رستوران های برند معروف
عنوان انگلیسی مقاله: Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops
مجله/کنفرانس: مجله بین المللی مدیریت هتلداری - International Journal of Hospitality Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت کسب و کار، بازاریابی، مدیریت بازرگانی
کلمات کلیدی فارسی: تصویر برند، رضایت، اعتماد، وفاداری برند، Lovemarks، استارباکس
کلمات کلیدی انگلیسی: Brand image، Satisfaction، Trust، Brand loyalty، Lovemarks، Starbucks
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.ijhm.2018.12.011
دانشگاه: College of Tourism and Fashion, Pai Chai University, 155-40 Baejae-ro, Seo-gu, Daejeon, 302-735, Republic of Korea
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5/414 در سال 2018
شاخص H_index: 93 در سال 2019
شاخص SJR: 1/999 در سال 2018
شناسه ISSN: 0278-4319
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 10
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E11470
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review


3- Method


4- Results


5- Discussion


References

نمونه متن انگلیسی مقاله

Abstract


This research aimed to identify structural associations among image, satisfaction, trust, lovemarks (love and respect for a particular brand) and brand loyalty for name-brand coffee shops. A total of 401 pieces of data were analyzed through the SPSS and AMOS statistical packages. It was found that customers’ brand love and respect significantly moderated the relationship between trust and brand loyalty, suggesting that the theory of lovemarks is useful to explore the development of generating brand loyalty. It was also shown that brand image was a helpful originator of satisfaction and trust. Moreover, satisfaction affected trust, and brand loyalty and trust were positively related to brand loyalty. The current research contributed to the literature, empirically theorizing brand loyalty formation in the name-brand coffee shop industry.


Introduction


Chiu et al. (2012) emphasized that finding factors influencing brand loyalty is becoming more important in an increasingly competitive business market. In this regard human emotions and feelings as antecedents of brand loyalty have been of greater interests since the core of business has evolved from information-centered to experience-centered businesses (Tandon et al., 2014). As far as the emotional relationship between consumers and brands is concerned, Roberts (2004) introduced a theory about consumers’ emotional attachment, called the lovemarks theory including brand love and respect. Interestingly, the theory of lovemarks seems to be easily related in the backdrop of namebrand coffee shops since name-brand coffee shop consumers tend to love, protect, and support a brand based on strong trust, and they develop passionate emotional relationships with a coffee shop brand (Roberts, 2004). Among many name-brand coffee shops, Starbucks has been reported as one of the legendary brands since it has upgraded coffee from a general product to a premium cultural product with successful marketing practices. Although the relationships amongst image, satisfaction, trust, and loyalty have been frequently examined with other variables, there has been no empirical study which has directly applied the lovemarks theory to Starbucks. Moreover, beyond the simple causal relationships among core marketing variables (e.g., image, satisfaction, trust, brand loyalty) which have been mainly verified in prior brand research, the additional consideration of moderator variables (e.g., lovemarks theory) seems to be a proper approach to more accurately understand the formation process of brand loyalty. This exploration is expected to successfully reveal the complicated relationships among brand image, satisfaction, trust, lovemarks (i.e., brand love and brand respect), and brand loyalty in the name-brand coffee shop background.

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