A Study on the Impact of Brand Innovativeness, Brand Commitment, and Brand Value Congruence on Brand Loyalty: A Case Study of Luckin Coffee
In an increasingly competitive market environment, brand loyalty serves as a critical driver of sustainable competitive advantage. This study investigates the direct effects of brand innovativeness, brand commitment, and brand value congruence on brand loyalty, using consumers of Luckin Coffee as the research sample. A quantitative research method was adopted. Data were collected from consumers who had purchased Luckin Coffee products via an online questionnaire platform, yielding 420 valid responses from respondents aged 18 to 59 years. Established scales were employed to measure the four constructs. Data analysis was performed using SPSS 26.0 and AMOS 26.0, including descriptive statistics, reliability and validity analysis, correlation analysis, and structural equation modeling. The results indicate that brand innovativeness has a significant positive impact on brand loyalty; brand commitment has a significant positive impact on brand loyalty; and brand value congruence has a significant positive impact on brand loyalty. The measurement model demonstrated good fit, and all scales exhibited strong reliability, with Cronbach’s α coefficients ranging from 0.833 to 0.910. The findings reveal that brand value congruence exerts the strongest effect on brand loyalty, followed by brand commitment and brand innovativeness. This study extends the theoretical boundaries of brand loyalty research by integrating three key drivers within a single framework and validating their relative importance in the Chinese market context. Practically, the results suggest that enterprises should continuously invest in product and service innovation, uphold brand commitments, and actively align brand values with consumer values to effectively enhance brand loyalty.
Keywords: brand innovativeness; brand commitment; brand value congruence; brand loyalty; Luckin Coffee
