The Effect of Brand Lovemark on Reusable Cups in Coffee Shops: Machine Use Intention, Willingness to Pay a Deposit, and Green Brand Loyalty

This study investigates the impact of brand lovemark on three customer behavioral outcomes (i.e., green brand loyalty, willingness to pay a deposit, and machine use intention) in coffee shops’ CSR practices. We used a scenario-based experimental design on CSR practices in two coffee shop brands (i.e., Starbucks and Dunkin'). The study demonstrates that consumers with a high level of brand lovemark respond more positively to CSR practices of coffee shops than do customers with a low level of brand lovemark. In addition, the interactions between brand lovemark and gender appear to be important in all three behavioral outcomes. Specifically, it confirms that men and women show different levels of behavior outcomes depending on their level of brand lovemark. Theoretical and managerial implications are also suggested with the direction for future study.