顧客對連鎖咖啡品牌愛慕因素探討：以路易莎咖啡為例

Exploring the Factors in Customer Brand Love toward a Branded Coffee Chain: A Case Study of Louisa Coffee

This case study examined Taiwan's largest branded coffee chain of Louisa Coffee and explored the influence of social media and cause-related marketing on customer gratitude and brand love, and examined the influence of brand love on electronic word of mouth and repurchase intention. Respondents who had frequented these shops for more than two years were surveyed with online questionnaires; 500 valid responses were collected. This study constructed a research model based on the social exchange theory and triangular theory of love and showed that customers perceived social media and cause-related marketing have a positive influence on customer gratitude and then to brand love. Brand love positively influenced electronic word of mouth and repurchase intention. Academic discussion and practical implications are provided.