Article2012

Effects of the Big Five Brand Personality Dimensions on Repurchase Intentions: Using Branded Coffee Chains as Examples

27 citations0/0 files storedJournal of Foodservice Business Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

This study explored brand personality dimensions and examined the effects of brand personality on repurchase intentions. Starbucks and 85 Degrees, the two largest branded coffee chains in the Taiwanese hospitality market, were taken as examples. The results indicated the existence of a five-factor model of brand personality for both Starbucks and 85 Degrees. Starbucks was perceived as being exciting, sophisticated, and sincere; 85 Degrees was perceived as being exciting. More importantly, the perceived personality traits of Starbucks and 85 Degrees can positively influence repurchase intentions. Finally, this study provides specific suggestions for practitioners in developing appropriate strategies for hospitality brands.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2018Culture's Consequences 1997Dimensions of Brand Personality 1995Building Strong Brands 1982Self-Concept in Consumer Behavior: A Critical Review 2025A Glance on Changing Workplace Dynamics Post Covid-19 in India: A Review of Psychological Employee Withdrawal Behavior

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