Beyond the Cup: Exploring the Dynamics from Brand Experience, Personality, and Prestige to Trust, Satisfaction and Loyalty in Coffee Houses

This study examined the influence of brand experiences and personality on brand prestige, trust, customer satisfaction, and loyalty in Turkish coffee houses. Analyzing data from regular visitors, findings indicate both brand personality and experience positively affect brand prestige. Brand personality and prestige also enhance brand trust, which, along with prestige, positively impacts customer satisfaction. Customer satisfaction emerged as the strongest predictor of brand loyalty, with brand trust also supporting it. However, brand prestige did not directly impact loyalty. These insights offer valuable guidance for managers prioritizing atmosphere, marketing, and unique brand identity to foster trust and competitive advantage.