Open AccessTridimensional Approach to Assess Brand Loyalty for Cafes
Author(s) -
Nripendra Singh,
Olivia M Keltz
Publication year - 2020
Publication title -
events and tourism review
Language(s) - English
Resource type - Journals
ISSN - 2577-056X
DOI - 10.18060/23236
Subject(s) - likert scale , loyalty , structural equation modeling , brand loyalty , advertising , descriptive statistics , psychology , stratified sampling , confirmatory factor analysis , marketing , business , statistics , mathematics , developmental psychology
The purpose of this study was to identify the factors that influence brand loyalty among youth for local cafes in a small town. A descriptive research design with a survey method was used to collect data using the online Qualtrics platform. Three hundred and one (301) usable responses using a stratified sampling technique were collected on a 5-point Likert scale as recommended for analysis. Tri-dimensional approach was used to assess behavioral, attitudinal, and cognitive loyalty. Structural Equation Modelling (SEM) using SPSS AMOS was utilized to test the model fit and assess the validity and reliability of the results. The study is unique as it focuses on brand loyalty towards local cafes as compared to national brands such as Starbucks.