브랜드 경험이 신뢰와 애착 및 재방문의도에 미치는 영향 - 베이커리 카페를 중심으로 - = The Influence of Brand Experience on Brand Trust, Brand Attachment, and Revisit Intention - Evidence from Bakery Cafe’s -

다국어 초록 (Multilingual Abstract)

This study aims to empirically investigate the impact of university students’ perceived brand experience with bakery cafés on brand trust, brand attachment, and revisit intention. Prior to the main survey, a pilot study was conducted with 30 university students from June 1 to June 5, 2024, to examine the clarity, comprehensibility, and appropriateness of the measurement items. Based on the results of the pilot test, the questionnaire was refined and finalized. Subsequently, the main survey was administered from June 10 to June 25, 2025, and data were collected from 259 university students. The study assessed the reliability and validity of the proposed research model, and structural equation modeling (SEM) was employed to test the hypothesized relationships among variables. The findings indicate that among the dimensions of brand experience, sensory and intellectual experiences exert a significant positive influence on brand trust, whereas emotional and behavioral experiences do not show a statistically significant effect. Furthermore, brand trust significantly enhances both brand attachment and revisit intention, and brand attachment also positively influences revisit intention. These results underscore the pivotal role of positive brand experiences in fostering trust and emotional attachment toward bakery cafés, which in turn significantly shape university students’ intentions to revisit. The study provides meaningful insights for marketers seeking to cultivate lasting customer relationships in the highly competitive bakery café industry.