The role of marketing communication mix on Korean customers' coffee shop brand evaluations
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 6 March 2020
Issue publication date: 5 June 2020
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