EXPERIENCE, PERSONALITY, AND LOVE EFFECT ON LOYALTY FOR COFFEE HOUSES

Abstract

Fierce competition among coffee houses has made the concept of brand loyalty even more important. Investigating the premises that affect the loyalty towards the increasing number of coffee houses will provide the key to being preferred among the competitors. In the research, how the brand experiences promised by coffee houses affect the loyalty of consumers was examined. Also, it is aimed to contribute to the literature by investigating the effect of brand personality and love on the path that starts with brand experience and leads to loyalty. The results show that coffee house experiences affect brand love formation, reflect on brand personality, and in this way affect brand loyalty