This study aimed at understanding the effect of brand image and service quality on brand loyalty for customers of the 85°C coffee chain stores in Taipei area. A questionnaire survey was conducted in Daan District of Taipei City and Yonghe District of New Taipei City. A total of 430 consumers were sampled to provide their opinions, and 402 valid questionnaires were retrieved. Data were analyzed with SPSS 17.0 to examine the relationship among brand image, service quality, and brand loyalty Results showed service quality had positive impact on both brand image and brand loyalty. In addition, brand image also had positive impact on brand loyalty.