Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?

UM > Faculty of Business Administration > DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT

Status	即將出版Forthcoming
	Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?
	Hwang, J.S; Choe, J.Y.J; Kim, H.M; Kim, J.J
	2021-08-01
Source Publication	International Journal of Hospitality Management
ISSN	0278-4319
Abstract	This study investigates the antecedents and consequences of brand satisfaction with the moderating role of type of barista. For this, data were collected from customers who used a coffee shop operated by robot baristas and customers who used a coffee shop operated by human baristas. The data analysis results showed that the four types of brand experience, such as sensory, affective, behavioral, and intellectual brand experiences, help to enhance brand satisfaction, which positively affects brand attitude, brand attachment, and brand loyalty. Finally, the type of barista plays a moderating role in the relationship between (1) sensory brand experience and brand satisfaction and (2) intellectual brand experience and brand satisfaction.
Keyword	Robot baristas Brand experience Brand satisfaction Brand attachment Brand loyalty
Language	英語English
The Source to Article	PB_Publication
PUB ID	60051
Document Type	Journal article
Collection	DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding Author	Kim, J.J
Recommended Citation GB/T 7714	Hwang, J.S,Choe, J.Y.J,Kim, H.M,et al. Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?[J]. International Journal of Hospitality Management, 2021.
APA	Hwang, J.S., Choe, J.Y.J., Kim, H.M., & Kim, J.J (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?. International Journal of Hospitality Management.
MLA	Hwang, J.S,et al."Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?".International Journal of Hospitality Management (2021).

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