The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity |
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| Institution: | 1. Salford Business School, University of Salford, The Crescent, Salford, M5 4WT, United Kingdom;2. University of Southampton, University Road, Southampton, SO17 1BJ, United Kingdom;3. Macau University of Science and Technology (MUST), Avenida Wai Long, Taipa, Macau;4. Griffith Institute for Tourism (GIFT), Griffith University, Nathan Campus, QLD, 4111, Australia;1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Dr. #227, Houston, TX, 77204, United States;2. Department of Hotel Management, Cheju Halla University, 28 Halladae-gil, Heungeop-myeon, Wonju-si, Gangwon-do, South Korea;3. Chaplin School of Hospitality & Tourism Management, Florida International University, Biscayne Bay Campus, 3000 Northeast 151 Street, North Miami, LF, 33181, United States;1. Department of Marketing & Tourism Management, College of Business Administration, Capital University of Economics and Business, Beijing, 100070, China;2. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, 50010, USA;3. Howard Feiertag Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA;1. College of Management, Shenzhen University, Shenzhen, China;2. School of Management, Xiamen University, Xiamen, China;3. Organizational Behavior and Human Resource Management Department, China Europe International Business School (CEIBS), Shanghai, China;4. Faculty of Business and Economics, The University of Hong Kong, Hong Kong, China;5. School of Management, CISME, Zhijiang College, Zhejiang University of Technology, Hangzhou, China;1. ESSEC Business School, 95021, Cergy Pontoise Cedex, France;2. NYU School of Professional Studies, Jonathan M. Tisch Center of Hospitality, New York, NY, 10003, United States;1. Gabelli School of Business, Fordham University, 140 W. 62nd Street, New York, NY, 10023, United States;2. Koppelman School of Business, Brooklyn College of the City University of New York, 2900 Bedford Ave, Brooklyn, NY, 11210, United States |
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| Abstract: | The aim of this study is to increase understanding of the relationship between brand equity and individual cultural values in the marketing strategies of global restaurant brands. The study developed three research models and investigated global brand equity from the perspective that global brand equity has an impact on individual cultural values. The three models were tested using structural equation modeling (SEM) analysis. The findings indicate that both cognitive process and the social process of brand equity have an effect on cultural values. In particular, social process elements such as brand prestige and brand identification can reduce the risk of consumer uncertainty. This study contributes to the understanding of the relationship between global restaurant brand equity and individual cultural values, and the hierarchy of individual cultural values that has not, to the best of our knowledge, been explored in previous research. |
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| Keywords: | Individual cultural values Consumer-based brand Brand equity Cognitive and social process Global restaurant brands |
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