The mediating role of hedonic consumption in the effect of brand image on customer's repurchase intention: A research on COFFY from third wave coffee chains

In today's competitive market environment, creating a strong brand image is of critical importance in increasing customer loyalty and encouraging repeat purchase intention. It is observed that especially in experience-oriented businesses such as third wave coffee chains, consumers care not only about product quality but also about the emotional satisfaction and pleasure it offers. This study was conducted to examine the effect of brand image on customers' repeat purchase intention and the mediating role of hedonic consumption value in this process. The research is based on survey data collected from 466 customers receiving service at COFFY's Ankara Kızılay branch. The data was analyzed using Process Makro 4.2 program. As a result of the analyses, it was seen that brand image has positive and significant effects on customers' repeat purchase intention and hedonic consumption. In addition, it was determined that hedonic consumption value has a positive effect on repeat purchase intention. In addition, it was determined that hedonic consumption value plays a mediating role in the relationship between brand image and repeat purchase intention. These results highlight the critical effects of brand image on customer behavior and the importance of hedonic consumption in consumers' search for emotional satisfaction and experience. The research findings suggest that businesses design their marketing strategies to meet consumers' emotional and experiential expectations. In particular, strengthening the brand image and highlighting hedonic consumption elements provide an important roadmap for increasing customer loyalty. In the future, conducting such studies in different geographical regions and with larger samples will increase the generalizability of the findings and provide the opportunity to analyze the temporal changes in consumer behavior.