Enhancing brand loyalty through brand love and brand forgiveness: A comparative study of Katinat and the coffee house

Abstract

This study explores the role of brand love, trust, and forgiveness in enhancing brand loyalty in the context of the F&B industry, especially the coffee shop segment in Ho Chi Minh City. Factors such as brand image and brand experience are also analyzed to understand their impact in crises. The study applied quantitative research methods, using data from 603 survey samples through two independent studies (study 1 for Katinat Coffee & Tea House and study 2 for The Coffee House). The data was analyzed through the PLS-SEM model to test the hypotheses and evaluate the suitability of the research model. The results show that brand love plays a central role in building customer loyalty, supported by brand trust and forgiveness. Brand image and experience have a positive impact on brand love, especially in the context of a communication crisis. The study also shows that brand trust and forgiveness can mitigate the negative impact of a crisis, thereby maintaining a sustainable relationship with customers. The study focused on only two brands in Ho Chi Minh City, so the results may not fully apply to other regions or industries. Future studies may expand the geographical scope or focus on other industries to enrich the results. The study provides a unique perspective on the role of brand love, brand trust, and brand forgiveness in maintaining customer loyalty, especially in the context of a brand crisis. This is an important contribution to the F&B industry in Vietnam while providing valuable strategies for businesses in crisis management and building sustainable customer relationships.