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Studying the impact of food values,subjective norm and brand love on behavioral loyalty
Institution:1. Facultad de Ciencias Económicas y Empresariales, University of Burgos. Plaza Infanta Doña Elena s/n 09001, Burgos, Spain;2. Facultad de Ciencias Económicas y Empresariales, University of Castilla – La Mancha. Plaza de la Universidad, 1 02071, Albacete, Spain;3. Facultad de Mercadotecnia, UPAEP University, Calle 21 Sur 1103, 72410, Puebla, Mexico;1. École de gestion, Université de Sherbrooke, Sherbrooke, QC, J1K 2R1, Canada;2. Montpellier SupAgro, 2 place Viala, 34060, Montpellier France;3. Université Pierre Mendès-France, BP 47, 38040, Grenoble Cedex, France;1. Ataturk University, Faculty of Economics and Administrative Sciences, Erzurum 25240,Turkey;2. Mus Alparslan University, Vocational School, Mus 49100, Turkey;1. Soonchunhyang University, Global Business School, U901, Soonchunhyang-ro 22, Sinchang-myeon, Asan-si, Chungchungnam-do, 31538, Republic of Korea;2. KT Economics and Management Research Institute, KT Gwanghwamun Bldg., 33, Jong-ro 3-gil, Jongno-gu, Seoul, 03155, Republic of Korea;3. Seoul Women''s University, Department of Data Science, 621 Hwarang-ro, Nowon-gu, Seoul, 01797, Republic of Korea;1. School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Brisbane, Qld 4000, Australia;2. School of Business, Universidad Adolfo Ibáñez, Santiago, Chile;3. IPADE Business School, Floresta # 20, Col. Clavería., Delegación Azcapotzalco., C.P. 02080, México, D.F., Mexico;4. ISCTE Business School, University Institute of Lisbon, Avenida Forças Armadas, 1649-026 Lisboa, Portugal;5. Université Panthéon-Assas, Maison des Sciences de Gestion, 1 rue Guy de La Brosse, 75005 Paris, France;1. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, United States;2. School of Hotel and Tourism Management, Oklahoma State University, Stillwater, OK, United States;3. School of Management, Xiamen University, Xiamen, China;4. School of Business, Sun Yat-Sen University, Guangzhou, China;5. Jonathan M. Tisch Center for Hospitality, New York University, New York, NY, United States
Abstract:
Keywords:Theory of planned behaviour (TPB)  Food values  Subjective norm  Brand love  Behavioral loyalty  Fast food industry
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