How do e-brand experience and in-store experience influence the brand loyalty of novel coffee brands in China? Exploring the roles of customer satisfaction and self–brand congruity

• Main Authors: Pu, Yibei, Zaidin, Norzaidahwati, Zhu, Yaodong
• Format: Article
• Language: English
• Published: MDPI 2023
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.utm.my/107252/1/PuYibei2023_HowDoEBrandExperienceandInStore.pdf; http://eprints.utm.my/107252/; http://dx.doi.org/10.3390/su15021096

China’s coffee sector is experiencing a transformation related to sustainability. While the media have reported various novel coffee brands in China, scholars have mostly focused on established non-Chinese coffee brands. These studies still cite the relevance of the growing middle class, which adopt...