The chain coffee shop brand equity and the differences of the consumer segments’ responses to its dimensions based on their brand usage frequency

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This study considers four elements for a consumer-based chain coffee shop brand equity and investigates the responses of consumers, as their purchase intentions and brand attitudes, to each of the elements. It also probes brand attitude as a mediator of the elements’ impacts on purchase intention. Moreover, the chief important aim of the current study is to detect the potential differences among three different consumer segments for responding to the conceptual model, in terms of their usages of the brand. Data were collected from 448 coffee shop chain brands’ consumers in Tehran. Findings demonstrate the mediation role of brand attitude, but not among the heavy users. Only perceived quality does not directly affect purchase intention but does among the light users. Brand awareness’s greatest impact is on the light users’ brand attitude, and the self-congruity impact on purchase intention rises by growing usage among consumers. Also, self-congruity generally has the most direct impact on purchase intention. Managerial implications for better brand equity management in the coffee shop chain industry are provided.