Abstract
This dissertation investigates the role of Brand Community Management on brand
loyalty and customer retention for Irish coffee consumers. Underpinned by previous
literature, a deductive approach was used to test the theory behind brand community
management, identification, and perceptions of Irish coffee customers. Primary data was
gathered from 335 participants using an online quantitative survey questionnaire. The results
revealed key characteristics that influence brand loyalty, namely taste, service quality,
customer advocacy, and positive coffee shop experiences. Coffee brands were observed to be
customer-centric, and any existence or meaningfulness attached to brand community is
primarily reliant on customer experience and social motives rather than a felt sense of
membership. For most Irish consumers, coffee shops appear to be social gathering places
rather than established communities. Therefore, the study concludes that the ability of brand
community management to influence loyalty and retention relies upon the curation of positive
customer experiences.
