스타벅스 브랜드 체험, 브랜드 애착, 브랜드 충성도 간의 구조적 관계 분석

The purpose of this study is to find out the impact of the four elements of the brand experience: sensory, affective, physical, and cognitive experience on brand attachment and brand loyalty to Starbucks consumers, and how brand attachment affects brand loyalty as well. Frequency analysis and reliability analysis were conducted using SPSS 25.0. Correlation, confirmatory factor analysis, and structural equation model analysis were conducted using AMOS 23.0 and hypothesized verification was performed. As a result, among the elements of brand experience, physical, affective, and cognitive experiences affect brand attachment in order. However, the sensory experience did not have a positive effect on brand attachment. Second, the brand experience element has been shown to have a positive effect on brand loyalty through brand attachment. Third, all four factors of brand experience do not affect brand loyalty directly, and brand attachment plays a mediating role between brand experience and brand loyalty. Thus, to build brand loyalty, this study provides various strategies which brand experience aspects on brand attachment.