Impact of Branding on Consumer Behaviour at Himalayan Java Coffee Shops in Kathmandu Valley

Authors

  • Shriya Karanjit Ace Institute of Management
  • Payal Agrawal Ace Institute of Management
  • Sanjita Tamang Ace Institute of Management

DOI:

https://doi.org/10.3126/jbssr.v9i1.67995

Keywords:

Brand experience, brand image, brand loyalty, brand trust, consumer behaviour and consumer attitude

Abstract

The study examines how branding affects consumer behaviour of consumers visiting Himalayan Java Coffee Shops in Kathmandu Valley by assessing the mediating effect of consumer attitude in relation to the branding elements (brand image, brand loyalty, brand trust and brand experience). The cross-sectional data was purposefully collected from 208 respondents ranging from under 18 years to older people residing in the Kathmandu Valley and previously who are exposed to consumption of coffee. Primary data was analysed quantitatively by using SMART-PLS. The study findings indicated significant impact of the constructs – Brand Image, Brand Loyalty, Brand Trust and Brand Experience on consumer behaviour at Himalayan Java. Additionally, the structural model affirmed that consumer attitude would act as a mediator in the relationship between Brand Image, Brand Loyalty, Brand Trust and Brand Experience. By filling in empirical gaps and utilising Theory of Planned Behaviour (TPB), this study advances our knowledge of how Brand Image, Brand Loyalty, Brand Trust and Brand Experience impacts consumer behaviour especially in case of Himalayan Java. The study stresses the eminent role of branding that impacts the consumer behaviour with the potential to assist the managers of several service and manufacturing industries to consider various branding elements when reaching out to the customers.

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Author Biographies

Shriya Karanjit, Ace Institute of Management

Ms. Karanjit is an MBA graduate at Ace Institute of Management. Her email ID is karanjitshriya21@gmail.com.

Payal Agrawal, Ace Institute of Management

Ms. Agrawal is an MBA graduate at Ace Institute of Management. Her email ID is iampayalagrawal14@gmail.com.

Sanjita Tamang, Ace Institute of Management

Ms. Tamang is a Bachelor Student at Ace Institute of Management. She can be reached at sanjitamoktan89@gmail.com.

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Published

2024-07-22

How to Cite

Karanjit, S., Agrawal, P., & Tamang, S. (2024). Impact of Branding on Consumer Behaviour at Himalayan Java Coffee Shops in Kathmandu Valley. Journal of Business and Social Sciences Research, 9(1), 133–154. https://doi.org/10.3126/jbssr.v9i1.67995

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Section

Articles