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Does brand love matter to casual restaurants? A multi-group path analysis

Does brand love matter to casual restaurants? A multi-group path analysis

Shen, Ye, Huang, Shuyue, Choi, Hwan-Suk Chris and Morrison, Alastair ORCID: 0000-0002-0754-1083 (2021) Does brand love matter to casual restaurants? A multi-group path analysis. Journal of Hospitality Marketing and Management, 30 (5). pp. 630-654. ISSN 1936-8623 (Print), 1936-8631 (Online) (doi:

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Previous research indicates that just satisfying customers is insufficient for retaining loyalty. Therefore, this research explores how to inspire and retain loyalty by adding an important construct, brand love, to the value-satisfaction-loyalty chain. Data were collected from guests of casual dining restaurants. The measurement scales adopted in this research were derived from the previous literature and adapted to the restaurant context. A multi-group path analysis was conducted to investigate whether the effects of brand love varied with gender, age, and income groups. This research confirmed that brand love is the outcome of excellent perceived value and a high level of satisfaction, and brand love is more important than perceived value and satisfaction in inspiring revisit intentions. This investigation emphasizes the importance of brand love for certain segments: women, Generation Xers, and people with higher incomes. It fills a gap in the literature by including brand love in the value-satisfaction-loyalty framework.

Item Type: Article
Uncontrolled Keywords: Brand love; casual dining restaurants; customer loyalty; perceived value; satisfaction
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group: Faculty of Business
Last Modified: 06 May 2024 09:56

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