The Mediating Effect of Brand Trust on the Relationship between Brand Value and Brand Loyalty in the Dessert Cafes

권기완,; 김경은,; 최익준,

doi:10.20878/cshr.2017.23.5.005

culinarysciencehospitalityresearch

2017

DOI: 10.20878/cshr.2017.23.5.005

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The Mediating Effect of Brand Trust on the Relationship between Brand Value and Brand Loyalty in the Dessert Cafes

권기완 권기완¹,

김경은 김경은²,

최익준 최익준³

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2023

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In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

Ling,

Chua,

Han

2023

Humanit Soc Sci Commun

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This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities.

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In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

Ling,

Chua,

Han

2023

Humanit Soc Sci Commun

View full text Add to dashboard Cite

show abstract

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The Mediating Effect of Brand Trust on the Relationship between Brand Value and Brand Loyalty in the Dessert Cafes

Cited by 1 publication

References 20 publications

In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

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