The Impacts of Consumer Social Responsibility and Self-Concept on Brand Image and Loyalty: Take Fair Trade Coffee as an Example

• Main Authors: PAO,WEI-CHIH, 鮑韋志
• Other Authors: CHEN,HSIU-LI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/hjnw9p

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 107 === Recently, coffee has become one of the indispensable necessities of life. Fair trade coffee has been promoted in Taiwan in the past 10 years. Although it has grown up with the efforts of government agencies and private fair trade groups, it is still far less popular than foreign countries. Although fair trade certified agricultural products are numerous, coffee is the first fair trade certification product and the main axis of the fair trade certification system. Therefore, this study hopes to use fair trade coffee as an example to explore consumer social responsibility and self-concept to brand. The influence of image and loyalty. The research method in this study is to use LISREL structural model technology to explore "consumers' perception of fair trade coffee beans", "consumer self-image consistency", "brand image", "brand loyalty" and "Starbucks fairness". Causal relationship between the willingness to trade coffee beans. The sample was sampled by convenient sampling and 369 samples were taken. Based on this, the conclusions of this study are as follows: (1)The perception of fair trade coffee beans has a significant positive impact on brand image; (2)consumer self-image consistency has a significant positive impact on brand image; (3)brand image versus brand Loyalty has a significant positive impact; (4)the brand image has a significant positive impact on Starbucks' fair trade coffee purchase intention; management implications are (1)increasing consumer awareness of fair trade coffee through corporate advertising; (2)Starbucks operations enhance the image of companies supporting fair trade coffee beans.