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
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...
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Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
MDPI
2023
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Subjects: | |
Online Access: | http://eprints.utm.my/107252/1/PuYibei2023_HowDoEBrandExperienceandInStore.pdf http://eprints.utm.my/107252/ http://dx.doi.org/10.3390/su15021096 |
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