Consequences of brand modernity in the coffee industry: the moderating role of human barista and robot barista

Purpose This study aims to develop a theoretical model to identify the importance of brand modernity with the moderating role of human baristas and robot baristas. Design/methodology/approach A total of 333 samples were collected from a coffee shop where robots provide the services, and 354 samples were collected in a coffee shop where people provide the services. Findings The data analysis showed that brand modernity has a positive effect on brand attitude, which in turn positively affects brand attachment and brand loyalty. In addition, there is a moderating role in regard to the type of employee in the relationship between brand modernity and brand attachment and brand attitude and brand loyalty. Originality/value This study is different from the previous studies, because it used two types of employees, which included a human barista and a robot barista, as a moderating variable with the formation of brand attitude, brand attachment and brand loyalty.