부산대학교 도서관

The purpose of this study is to focus on brand personality on brand attitude and brand loyalty in coffee houses. For questionnaire survey, this study applied bias sampling to five coffee houses in Changwon city and used 418 sheets of questionnaire from an effective sample size of 450 ones for analysis. The questionnaire consisted of total 30 items including 15 items on brand personality, 3 items on brand attitude, 4 items on brand loyalty. For data analysis, this study used SPSS Win 12.0 and AMOS 5.0. The result of this study can be summarized as follows. Results indicated that four dimensions of Brand personality(excitement, sincerity, ruggedness, sophistication) all had an positive effect on brand attitude. Brand attitude was found to have a significant effect on the relations of brand loyalty. From the findings, it is necessary for a coffee house to strengthen sincerity in types of brand personality for marketing communication channels. Also, marketers in the coffee house is required to develop a new communication channel for higher brand loyalty.