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Coffee houses’ key factors to succeed in the market are not only a basic element –the taste of coffees- but also brand image, satisfaction and consumer fidelity that food service industries take into account overall. The goal of this study is to find out the relations among brand image, brand attitude and fidelity. To this end, coffee was selected among other products due to its characteristic that the difference of its quality between brands is not very noticeable. Through an analysis of each coffee house’s brand image in this saturated coffee market, the influence of brand image on consumers’ preference was found out. In this process, not only a strategy for each coffee house’s growth and development but also the relations between brand image, brand attitude and brand fidelity would be researched, resulting in a creation of more systematic strategies. Key Words : Brand Image, Brand Attitude, Brand Loyalty * Corresponding Author : Dae Yong Ha(Cheongju Univ.)Tel: +82-10-9274-1450 email: hdy700001@hanmail.netReceived January 4, 2013 Revised (1st March 6, 2013, 2nd April 19, 2013, 3rd April 23, 2013) Accepted May 9, 2013

The Influence of a Brand Image on consumer's Attitude and Loyalty to the Brand -in special reference to coffee houses-