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Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

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  • Heather Markham Kim

    (Department of Foodservice Management, The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Kisang Ryu

    (Department of Foodservice Management, The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

Abstract

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

Suggested Citation

  • Heather Markham Kim & Kisang Ryu, 2021. "Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:20:p:11413-:d:657410
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    References listed on IDEAS

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    Cited by:

    1. Jun-Ho Bae & Hyeon-Mo Jeon, 2022. "Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    2. Ryeojin Jang & Won Seok Lee & Joonho Moon, 2023. "Determinants of Attitude and the Intention to Stay of Employees in Low-Cost Carriers: Using Justice Theory," Sustainability, MDPI, vol. 15(11), pages 1-13, May.
    3. Heather Markham Kim & In-Hye Lee & Kyuhyeon Joo & JungHoon (Jay) Lee & Jinsoo Hwang, 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm," IJERPH, MDPI, vol. 19(13), pages 1-17, June.

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