An analysis of branded merchandise consumption behavior in cafés and theme parks: insights from the Korean market context

This study investigates consumer behavior and the purchase decision-making process related to branded merchandise at cafés and theme parks. It develops a comprehensive theoretical framework incorporating branded merchandise attributes, nostalgic memories, brand attachment, the AIDA model, and brand personality. Based on survey data primarily collected from consumers in South Korea, the results indicate that branded merchandise influences consumer action through nostalgic memories, brand attachment, and brand personality. This study presents valuable managerial and theoretical insights into the hospitality and tourism industry, particularly regarding the attributes of branded merchandise and their marketing strategies.