TY  - BOOK
AU  - Shafieyan,Faraz
AU  - Saymanlıer,Ahmet Murat
TI  - THE EFFECTS OF BRANDING IN CONTEMPORARY  CAFÉ DESIGN IN FAMAGUSTA
PY  - 2023///
KW  - Branding (Marketing)
KW  - Dissertations, Academic
KW  - Cyprus, Northern
KW  - Consumer behavior
KW  - Customer loyalty
N1  - Thesis (MID) - Cyprus International University. Institute of Graduate Studies and Research Interior Design Department; Includes bibliography (sheets 90-101)
N2  - ABSTRACT
The interiors of buildings are increasingly important in determining the meaning and 
function of urban spaces in the modern era. The restaurant and cafe business in 
Northern Cyprus has accelerated in recent years. When customers have so many dining 
and drinking establishments to choose from, most Cyprus cafes agree that it is essential 
to differentiate themselves. On the other hand, creating a relaxing and enjoyable 
environment is increasingly important to customers. Success in this competition will 
mostly depend on how well businesses are able to attract and retain customers, as well 
as how well they promote their respective brands. Moreover, in today's highly 
competitive market, brand identity is increasingly dependent on aesthetics. 
Accordingly, the main problem that inspired this thesis was the inability of some café 
owners to draw customers and succeed in this profession. This study's overarching aim 
is to discover how effective café branding and contemporary design are at attracting 
potential customers, as well as how those elements influence consumers' perceptions 
of the brand and their loyalty to it over time. The standards for corporate identity and 
interior design are refined in this thesis to better meet the needs of businesses and their 
customers. To put it another way, the more attention is paid to the connection between 
customers and the design atmosphere, the more effective the branding and interior 
design will be. The significance of this research lies in the fact that it can guide cafe 
owners in increasing the efficiency with which they attract customers and in 
identifying the aspects that contribute to the uniqueness and variety of their businesses. 
This study takes a mixed-methods approach, combining qualitative and quantitative 
data. In addition, the thesis made use of café facility case studies. All of the examples 
are compared and analyzed with the help of the comparative longitudinal study. This 
study provides a comparison of six cafés, four local and two Internationals. This study 
took place in four different cafes in the city of Famagusta, which is in the northern part 
of Cyprus. Findings indicated that the cafe's branding efforts are increasing both its 
name recognition and the number of customers who frequent the business. However, 
cafes' ability to attract customers is mostly due to the care with which they're designed. 
Therefore, contemporary design and branding are crucial to a cafe's performance and 
customer attraction, and a cafe that succeeds in these aspects will likely outperform its 
competitors.
Keywords: Brand Identity, Brand Image, Brand Space, Contemporary Design, 
Customer Behavior, Customer Loyalty
ER  -