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Antecedents and the mediating effect of customer-restaurant brand identification

Antecedents and the mediating effect of customer-restaurant brand identification
Antecedents and the mediating effect of customer-restaurant brand identification
This study develops a framework of customer-restaurant brand identification and tests a full and partial mediation model of brand identification to understand the way in which customers develop brand identification in the restaurant sector. The models are tested via customer data using a structural equation modeling (SEM) approach. The findings suggest that brand identification by customers is influenced by four antecedents: brand prestige, symbol attractiveness, self-congruence, and brand experience. The study confirms that brand identification fully mediates the effect of self-congruence on brand loyalty. The effects of brand prestige, symbol attractiveness, and brand experience on brand loyalty are partially mediated by brand identification. This study contributes to the branding strategies of global restaurants to secure a competitive edge.
1936-8623
1-19
Han, Sung Ho
26baf335-956d-4f81-9383-f08b67ec1626
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Chen, Cheng-Hao Steve
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Park, Mi Kyeong
e6bc778b-b180-4c9d-93c4-d5cd9b3fa20f
Han, Sung Ho
26baf335-956d-4f81-9383-f08b67ec1626
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Chen, Cheng-Hao Steve
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Park, Mi Kyeong
e6bc778b-b180-4c9d-93c4-d5cd9b3fa20f

Han, Sung Ho, Ekinci, Yuksel, Chen, Cheng-Hao Steve and Park, Mi Kyeong (2019) Antecedents and the mediating effect of customer-restaurant brand identification. Journal of Hospitality Marketing & Management, 1-19. (doi:10.1080/19368623.2019.1603129).

Record type: Article

Abstract

This study develops a framework of customer-restaurant brand identification and tests a full and partial mediation model of brand identification to understand the way in which customers develop brand identification in the restaurant sector. The models are tested via customer data using a structural equation modeling (SEM) approach. The findings suggest that brand identification by customers is influenced by four antecedents: brand prestige, symbol attractiveness, self-congruence, and brand experience. The study confirms that brand identification fully mediates the effect of self-congruence on brand loyalty. The effects of brand prestige, symbol attractiveness, and brand experience on brand loyalty are partially mediated by brand identification. This study contributes to the branding strategies of global restaurants to secure a competitive edge.

Text
Review - Brand identification (Final version)March 2019 - Accepted Manuscript
Restricted to Repository staff only until 20 October 2020.
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More information

Accepted/In Press date: 20 April 2019
e-pub ahead of print date: 20 April 2019

Identifiers

Local EPrints ID: 431049
URI: http://eprints.soton.ac.uk/id/eprint/431049
ISSN: 1936-8623
PURE UUID: 9d713b2e-2411-4a40-b733-9b16bdc75480
ORCID for Cheng-Hao Steve Chen: ORCID iD orcid.org/0000-0002-7548-7234

Catalogue record

Date deposited: 22 May 2019 16:30
Last modified: 20 Jul 2019 00:36

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