Cognitive and Affective Drivers Influencing Brand Satisfaction with Local Coffee Shops in Phnom Penh, Cambodia
Keywords:
Cognitive, Affective, Brand satisfaction, Repurchase intention and Word-of-mouthAbstract
The research aimed to examine the relationship among cognitive drivers (brand awareness, perceived quality, brand image, and perceived value), affective drivers (pleasure and arousal), brand satisfaction, repurchase intention, and word-of-mouth using Partial Least Square Structural Equation (PLS-SEM), PLS-SEM is consisted of the measurement model and structural model. The survey questionnaire was distributed to targeted samples of Gen-Y local coffee consumers who are living in Phnom Penh city, Cambodia. A total survey of 300 respondents was collected though the Google survey form.
As a result, brand awareness, perceived quality, brand image, and perceived value positively influence pleasure. In addition, brand awareness, brand image, and perceived value also positively influence arousal. Likewise, pleasure and arousal positively influence brand satisfaction, as well as brand satisfaction positively influences repurchase intention and word-of-mouth
The suggestions for local coffee shop managers were proposed as follows: 1) Focus on advertisement in order to increase the level of customers’ emotions to purchase drinks at the local coffee shops; 2) Price, taste, and quality should develop to ensure that customers enjoy and satisfy with the product or service they used 3) Create a unique and meaning logo to drive customers to remember and feel familiar with the products. 4) Focus on service staff to offer a kind contribution to the customers and make them feel worth with the time and money they spent at the local coffee shops.
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