How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity

China’s coffee sector is experiencing a transformation related to sustainability. While the media have reported various novel brands in China, scholars mostly focused on established non-Chinese brands. These studies still cite relevance of growing middle class, which adopts as part an ‘exquisite Western lifestyle’ and form antecedents brand loyalty from perspective. may not directly apply that face changing consumption habits younger Chinese consumers, who stress coffee’s functionality price performance. Drawing social service perspective, this study addresses how E-brand experience in-store each affect customer satisfaction loyalty, well role customer’s self–brand congruity. The conceptual model was empirically tested using online survey 332 customers. Our results suggest (EBE) (SBE) both (CA), with relationship moderated by congruity (SBC); CA mediates between EBE SBE loyalty. Moreover, respondents were more likely develop toward