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This research aimed to determine the effectiveness of brand personality and its impact on consumer brand choice through the ECI model of Customer Experience, Cultural Characteristics, and Brand Identity for an imported coffee brand. This study divided customer experience into four dimensions: social experience, service experience, emotional experience, and product experience. The product experience dimension had a significant positive impact on all dimensions of brand identity. The social experience dimension had a significant positive impact on all dimensions of brand identity. The degree of influence of each dimension of customer experience on each dimension of personal brand identity was product experience, service experience, emotional experience, and social experience in order. Cultural characteristics were the moderating factors between customer experience and brand identity, and cultural elements, conformity, and sense of face also have a moderating effect on consumer brand identity.