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The role of marketing communication mix on Korean customers' coffee shop brand evaluations

Soon-Ho Kim (Robinson College of Business, Georgia State University, Atlanta, Georgia, USA)
Seonjeong Ally Lee (Hospitality Management, College of EHHS, Kent State University, Kent, Ohio, USA)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 6 March 2020

Issue publication date: 5 June 2020

2276

Abstract

Purpose

This study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.

Design/methodology/approach

Proposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.

Findings

Results identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.

Originality/value

This study is the first to investigate the marketing communication mix elements in a coffee shop context.

Keywords

Citation

Kim, S.-H. and Lee, S.A. (2020), "The role of marketing communication mix on Korean customers' coffee shop brand evaluations", Journal of Hospitality and Tourism Insights, Vol. 3 No. 3, pp. 291-309. https://doi.org/10.1108/JHTI-07-2019-0097

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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