In addition to work and family, modern life places more emphasis on personal space, which has led to more opportunities for coffee shops to be valued in metropolitan areas. This study examines the attitudes of customers of well-known coffee shops in metropolitan areas to understand the correlation between their perceived brand value, customer satisfaction, consumption habits, and willingness to repurchase. The results of this study can be used as a reference for coffee shop owners to focus on the impact of brand effectiveness on customers in addition to product development and quality, and as a reference for subsequent branding strategies.
