Coffee House Consumers' Value Perception and Its Consequences: Multi-Dimensional Approach

Abstract

This research paper explored the causal relationship between consumers' brand value perception, brand credibility, brand prestige, and other consequential outcome variables. The conceptual relationships were described into a potential theoretical research model. The potential theoretical model was empirically assessed using structural equation-based modeling analysis using the survey data obtained from 309 coffee drinkers in United States. The data analysis outcomes revealed that utilitarian-related value perception creates consumers' brand credibility. Moreover, coffeehouse consumers' hedonic value perception and social value perception increase brand prestige perception. This study revealed that consumers' credibility perception and perceived prestige level has direct/indirect influence on perceived brand trust, commitment, and loyalty. Based upon the research findings, suggestions for the industry and future studies are provided.