The mediating role of emotional brand attachment: exploring the coffee-like scent application in building the store brand loyalty and store loyalty

Economic Annals-XXI: Volume 210, Issue (7-8), Pages: 46-51

Citation information
Rajendran, R. P. (2024). The mediating role of emotional brand attachment: exploring the coffee-like scent application in building the store brand loyalty and store loyalty. Economic Annals-XXI, 211(9-10), 46-51. doi: https://doi.org/10.21003/ea.V211-07

Ragu Prasadh Rajendran
PhD (Marketing),
Assistant Professor (Selection Grade),
School of Management,
Presidency University
Itgalpura, Yelahanka, Bengaluru, Karnataka, 560064, India
ragu.prasadh@presidencyuniversity.in
ORCID ID: https://orcid.org/0000-0002-8257-0984

The mediating role of emotional brand attachment: exploring the coffee-like scent application in building the store brand loyalty and store loyalty

Abstract. The primary objective of this paper is to propose a conceptual model to explore the relationship between coffee-like scent, emotional brand attachment (EBA), store brand loyalty, and, store loyalty. Relevant literature was reviewed to establish the relationships between coffee-like scent, EBA, store brand loyalty, and store loyalty. This study proposes a conceptual framework and propositions that seek to explain the relationship among the variables. The statistical population of the research is the customers of stores who inhaled the coffee-like scent, 25 cases were surveyed during 2023-2024. The developed conceptual model indicates that the coffee-like scent positively affects EBA and influences store loyalty. This study, leveraging the S-O-R model and the appraisal theory, demonstrates how firms can use coffee-like scent to enhance store loyalty. By influencing EBA, firms can positively impact marketing-related variables, such as store loyalty, without requiring customers to consume coffee. This research is among the first to draw upon established scent and caffeine literature to develop a conceptual framework to analyse the effect of coffee-like scent on key marketing variables like store loyalty, with EBA as the mediator.

Keywords: Coffee-Like Scent; Emotional Brand Attachment (EBA); Store Brand Loyalty; Consumer; Shop

JEL Classification: Е24; Е41; Е64; I18; J28; J31

Acknowledgements and Funding: The author received no direct funding for this research and there is no conflict of interests with the stores under study or business connection with them.

Contribution: The author contributed personally to this work.

Data Availability Statement: The dataset is available from the author upon request.

DOI: https://doi.org/10.21003/ea.V211-07

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Received 15.08.2024
Received in revised form 29.08.2024
Accepted 30.08.2024
Available online 25.10.2024