Above the Cup”: Examining the Relationship Between Brand Equity in Millennial Coffee Shop Preference in Ireland

Pereira dos Santos, Simone (2024) Above the Cup”: Examining the Relationship Between Brand Equity in Millennial Coffee Shop Preference in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

The current study investigates the relationship between brand equity and preference for coffee shops among millennials in Ireland. Brand equity, which encompasses ‘brand awareness, perceived quality, brand associations, and brand loyalty, has an impact on consumer decision-making’ (Aaker, 1992; Keller, 1993). This study aims to investigate the effects of factors on Millennial customers of coffee shops.

This study used the Research Onion framework (Saunders et al., 2019) to conduct qualitative research. The data insights are derived naturally via the use of grounded theory and theme analysis. An in-depth interview was conducted with four coffee shop customers and one manager in Ireland, all of whom belong to the Millennial generation.

The findings indicate that brand awareness and perceived quality have the most significant impact on the decision-making of Millennials. Moreover, the act of acquiring superior goods and services while upholding moral responsibility and showing dedication to the welfare of society significantly enhances consumer loyalty towards a company. The study highlights the significant influence of digital activities and media engagement on determining consumer preferences, since millennials are actively involved in internet and social activities, according to Sudarman (2023).

Still, the use of qualitative approaches can restrict the generalisation of these findings to a larger population. Other research projects could utilise quantitative approaches and increase the number of sampling processes (Ritchie & Lewis, 2003) therefore enhancing the generalisability of results.

According to the report, it is essential for coffee shop managers and entrepreneurs who want to attract Millennials and enhance brand value to prioritise quality, authenticity, and a robust digital link.

This dissertation contributes to the ongoing discourse on brand equity and consumer preferences, providing theoretical and practical benefits to scholars and professionals. The study admits its primary findings, limitations, and suggestions for further research. To have a better understanding of how to attract Irish Millennial customers, coffee shop owners should focus on tackling these specific challenges.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Bane, Michael UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry > Beverage industry H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Aug 2025 11:02
Last Modified:	14 Aug 2025 11:02
URI:	https://norma.ncirl.ie/id/eprint/8532

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