This study aims to explore the brand experience structure of A Twosome Place, a premium dessert
café brand in South Korea, by applying the extended Mehrabian–Russell environmental psychology
model. The Mehrabian–Russell model explains that environmental stimuli are associated with
emotional states consisting of pleasure, arousal, and dominance, and that these emotional states may
lead to approach or avoidance responses. This study employs a qualitative case study approach based
on official brand materials, app service information, press releases, industry data, prior studies, and
publicly available consumer reviews related to A Twosome Place. The case analysis suggests that
the brand experience of A Twosome Place can be interpreted as a structure in which product stimuli,
spatial stimuli, service and digital stimuli, and symbolic-cultural stimuli may be associated with
consumers’ PAD emotional states. The supplementary analysis of public consumer reviews indicates
that cake and dessert taste, store atmosphere, reservation and pickup convenience, and seasonal or
celebratory consumption contexts repeatedly appear as experiential cues, thereby providing
supplementary experiential cues for the PAD-based interpretation. The findings of this study should
be understood as interpretive propositions based on public materials and prior studies rather than
statistically verified causal relationships. This study contributes theoretically by explaining premium
dessert café brand experience through a psychology-based environmental model and provides
practical implications for emotional value-based differentiation strategies in a saturated coffee market.
This study aims to explore the brand experience structure of A Twosome Place, a premium dessert
café brand in South Korea, by applying the extended Mehrabian–Russell environmental psychology
model. The Mehrabian–Russell model explains that environmental stimuli are associated with
emotional states consisting of pleasure, arousal, and dominance, and that these emotional states may
lead to approach or avoidance responses. This study employs a qualitative case study approach based
on official brand materials, app service information, press releases, industry data, prior studies, and
publicly available consumer reviews related to A Twosome Place. The case analysis suggests that
the brand experience of A Twosome Place can be interpreted as a structure in which product stimuli,
spatial stimuli, service and digital stimuli, and symbolic-cultural stimuli may be associated with
consumers’ PAD emotional states. The supplementary analysis of public consumer reviews indicates
that cake and dessert taste, store atmosphere, reservation and pickup convenience, and seasonal or
celebratory consumption contexts repeatedly appear as experiential cues, thereby providing
supplementary experiential cues for the PAD-based interpretation. The findings of this study should
be understood as interpretive propositions based on public materials and prior studies rather than
statistically verified causal relationships. This study contributes theoretically by explaining premium
dessert café brand experience through a psychology-based environmental model and provides
practical implications for emotional value-based differentiation strategies in a saturated coffee market.