Antecedents and the mediating effect of customer-restaurant brand identification
Research output: Contribution to journal › Article › peer-review
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.
| Original language | English |
|---|---|
| Pages (from-to) | 202-220 |
| Journal | Journal of Hospitality Marketing and Management |
| Volume | 29 |
| Issue number | 2 |
| Early online date | 20 Apr 2019 |
| DOIs | |
| Publication status | Published - Mar 2020 |
Documents
- EKINCI_2019_cright_JHMM_Antecedents and the mediating effect of customer restaurant brand identification
Rights statement: This is an Accepted Manuscript of an article published in Journal of Hospitality Marketing and Management on (2019), available online: https://www.tandfonline.com/doi/full/10.1080/19368623.2019.1603129
Accepted author manuscript (Post-print), 894 KB, PDF document
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